Tribal DDB creates interactive viral for Mobile Roadie Hunt@Idea

Roadies-8 set off to an exciting start this weekend on MTV and its digital viral campaign simultaneously transpired to be in the limelight as it is a unique and interactive viral. Conceptualized by Tribal DDB, the viral reflects the same crazy and innovative characteristics as the TV show. Tribal DDB India, a part of DDB Mudra, provides creative solutions through interactive and new media. The agency has enabled the third installment of the "Mobile Roadie Hunt @ Idea' ( It combines the magic of interactivity on web and technology to make this a very different but exciting piece of communication.

Max Hegerman, President, Tribal DDB India said, "Mobile Roadie Hunt @ Idea demonstrates the immense possibilities that can emerge when technology is used in an interesting, interactive and a fun way. Tribal DDB has yet again created a property that is youthful, innovative and more importantly interactive like Brand Idea."

The video is exciting and carried forward all the elements the show stands for. This website offers users an opportunity to become a Roadie. In order to participate in the contest users have to logon to the website. Once the user logs in, Raghu & Rajiv welcome the user in their unique Roadie style. The user is then asked to logon through his/her Facebook login id. After logging in, Raghu and Rajiv then start analysing the user and his friends on Facebook. Both the brothers analyse the user's friends on the following parameters, honest friend, hot friend, potential lover, admirable friend, avoidable friend, etc. The winner of the task is eligible to win a brand new Karizma Bike and a direct entry into the Roadies Battleground.

Talking about the brief and the concept, Abhishake Das, creative Director, Tribal DDB India said, "The brief was to extend the Mobile Roadie Hunt property onto social media and we were more than kicked to explore the most exciting space on digital. Idea has always given us the wings to fly on the digital canvas, and Mobile Roadie Hunt @ Idea has the right amount of everything that is digital and everything that works with our TG."

The aim of this viral was to extend Mobile Roadie Hunt @ Idea to the social media in an interactive manner without losing its essentials characteristics of wild and crazy.

Mahesh Patil, GM, Marketing, Idea Cellular said, "Mobile Roadie Hunt @ Idea property has always been innovative and has pushed the envelope when it comes to an online experience. And "Mobile Roadie Hunt 3.0' has given us the opportunity to tap the social media base which is rapidly increasing not only by numbers, but also in interaction. We're glad to partner with Tribal DDB who have created a property which will set high standards when it comes to social media integration."

Saugata Bagchi, AVP, Tribal DDB India said, "The property itself has gone through an image change, from being eccentric and sarcastic with Cyrus being the face of Roadies last year, to being rough and grungy with Raghu and Rajiv ' while still maintaining the hallmark distinct personality associated with the Idea Mobile Roadies over the years. As always, we explored the domain and used technology in a very intelligent way to bring forth the brand and the essence of the roadie property."


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