Dilli DIl Se Kiosk, DT Place, Saket
During this IPL season, if you had walked into any of the major outlets of McDonald’s or Nirulas, the DT Mall Food Courts or any of 27 prime retail locations across the Delhi NCR region, you would have seen a crowd of young people engrossed in a futuristic, interactive touch-screen kiosk. This was the Dilli Dil Se Network, part of the Coca-Cola Dilli Dil Se marketing program celebrating the Delhi Daredevils and India’s first ever network of multimedia, broadband-enabled entertainment kiosks.
The Dilli Dil Se kiosk network was conceived and developed by acclaimed multimedia producer Raja Choudhury and his digital agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated marketing program to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This program also included a website, www.DilliDilSe.com, designed by C3CUBE.
Traditionally, touch-screen kiosks are visible in banks, at airports, stations, museums aimed at facilitating customer transactions, information or ticketing. This is the first time a kiosk network has been created solely for the purpose of promoting a sporting event and providing entertainment in a safe, fun-filled environment. And the formula worked! During the DLF IPL 2009, over 20,000 enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the top of the league table, and into the semi-finals.
The cutting-edge kiosk network integrated a large 19 inch letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic content such as a promotion, games, a private social network, video mail, SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player game cards, 3D virtual tours and much more.
“This is a first-of-its-kind entertainment kiosk network” says Raja Choudhury, who has been building award-winning kiosks, websites, videos and TV programs in the US, UK and Indian markets since 1993. “We believe such a network that integrates Web 2.0, flash games, a social network, Bluetooth, video mail, SMS and music over a 2 Mbps broadband connection, has not been deployed so far. Coca-Cola India believed in our vision and we were able to make this possible during the IPL.”
C3CUBE and Coca-Cola India were able to attract some key partners to this pioneering experiment during the DLF IPL event including McDonald’s, Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps, Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.
Dilli Dil Se Kiosk, DT Mega Mall Gurgaon
Mansoor Siddiqi, Director – Integrated Marketing Communications at Coca-Cola India said that “The Dilli Dil Se kiosk network was a fresh initiative in the marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer their team on, in an involving and fun manner, and achieved engagement metrics beyond our expectations.”
C3CUBE Multimedia is a two-year old agency with offices in New Delhi and New York that has already notched up major interactive successes including 2 Webby Honoree Awards in 2008 for OurWeddingDay.com and CBCWorldwide.com as well as numerous awards for JadeNYC.com and the documentary film “Spirituality in the Modern World.” The company now plans to launch a series of public multimedia projects in the Indian market, including a new tourism, information and entertainment kiosk network for Delhi called the Delhi I-Zone in time for the Commonwealth Games in 2010.
For further information contact Kritika Singh at Kritika@c3cube.com or call +91 989984749.
For a designer or advertising creative, India is a pretty exciting place to be right now. Rapid commercial growth has prompted an unprecedented client demand for design and advertising skills, while those creating the work find themselves in the exhilarating position of being able to shape and redefine India’s new identity, both within the country and internationally. All this change has occurred rapidly, however, at a pace that is perhaps too fast for an industry, in graphic design at least, that is still finding its feet. Design is still often misunderstood as a profession, and with a dearth of decent design schools in the country, graduates are finding that they often receive their real education on the job, a position that stretches already overloaded designers even thinner. The bounteous amount of work has also led the lines between advertising and design to blur, with ad agencies, which are far more established and recognised within the country, tackling aspects of assignments more traditionally found within the design domain. And, of course, overseas networks and companies are also edging in, keen to pick up a slice of the action.