IDEA Cellular gets the telecom partner right for KBC

The most popular TV Game show ever on Indian Television, "Kaun Banega Crorepati', has got an "Idea' this year! The popular show to be hosted by Superstar Amitabh Bachchan is "powered by' Idea, as the leading pan-India mobile operator has obtained the "Telecom partner' rights of the show.

KBC phone and SMS lines, powered by Idea, have been announced open for all Indian citizens, residing in India and of 18 years or above, for registering for the show. The first 7 Questions of KBC will be open for public response till August 9th 20:59:59 Hrs.

Additionally, over 7 crore Idea subscribers across the country can access "Idea Pass' to register for the show. An exclusive offer for Idea subscribers, "Idea Pass' will enable users to register for 5 days more, between 21:00:00 Hrs on August 11th, 2010 till 20:59:59 Hrs on August 16th, 2010, in addition to the general dates of registration. While accessing through Idea Pass, Idea subscribers need to respond to 5 exclusive Questions of KBC on the specially designed IVR by dialing "55456' (Add "01-04' for the answer Options A-D. For eg. "5545601' for "A'). Idea subscribers can also SMS their response to the short code 55456.

According to Ms. Anupama Ahluwalia, Vice President ' Marketing, IDEA Cellular Ltd., "Idea's association with Kaun Banega Crorepati is a major milestone in our brand building and customer engagement initiatives this year. The tie-up will provide over 68 million Idea subscribers an additional gateway of opportunity to be a "Crorepati', by simply using the Idea network while responding to the Questions of Kaun Banega Crorepati. We have created special lines to accommodate millions of callers and give them an opportunity to realize their dreams through this unique show".

Idea has also struck a deal with KBC to ensure unique brand visibility during the show. "Idea' signature tune will be heard everytime the contestant on the Hot-Seat calls a friend through the lifeline ' "Phone-a-friend'. KBC Host and Quiz Master Amitabh Bachchan's voice will be heard on Idea IVR and will also be available for download as Dialer Tones.

IDEA Cellular has also planned to launch a range of special KBC VAS packs and KBC Game exclusively for Idea subscribers. The new initiatives will be rolled out in a phased manner throughout the build-up period and after the show goes on-air in October 2010.

Idea is known for unique brand associations with prestigious properties in the genres of Music, Cinema, Entertainment & Cricket. Idea's association with such premium programs enables it to offer rich content to its subscribers, making it the highest VAS revenue grosser in the industry.