afaqs!

Spain's La Tomatina in GoJiyo with Katrina and Hrithik

Section :Digital Briefs, Category : Digital

Company Brief
Mumbai, July 14, 2011

The thrilling experience of playing games with friends in a movie-like environment coupled with a chance to meet the Sizzling hot Katrina Kaif and the Groovy Hrithik Roshan is the new experiential engagement campaign in the GoJiyo world. GoJiyo brings an exciting chance for youth to engage with friends in its virtual world bringing to life the 'La Tomatina event' of Spain inspired by the to be released movie 'Zindagi Na Milegi Dobara.' Developed by Customer Centria, a Customer engagement and experience company, La Tomatina leaves the Spanish shores to arrive full throttle on GoJiyo for a short vacation!

Customer Centria has conceptualised, designed and implemented the promotional campaign for 'Zindagi Na Milegi Dobara' on GoJiyo, India's first ever browser based 3D virtual world with over 6,90,000 registered users in span of months.

Leveraging on the popular song of the movie 'Ik Junoon', this engaging activity takes place in GoJiyo's Urban super city Solaria, world (amongst the 6 virtual worlds of GoJiyo) where the gamer's task is to throw tomatoes at their friends in the virtual world from the Tomatina truck, have fun and enjoy the bash. The one with the maximum number of successful hits shall be rewarded in the real-life with a chance to meet the cast of 'Zindagi Na Milegi Dobara'.

Speaking on the occasion Mr. Ashutosh Tiwari, Executive Vice President - Strategic Marketing Group, Godrej said, "At GoJiyo, we have always strived to design activities that are experiential for consumers. Through this contest, we hope to give our GoJiyo 'avatars' best of both the worlds - virtual and real. For creating a utopian world for our virtual heroes, collaboration with Zindagi Na Milegi Dobara was most appropriate. While our initiative to bring the world closer through this digital gaming and networking site has recorded a fabulous response of 7 lakh registrations in its first year, we will constantly work towards creating enjoyable and superior experience for our 'Avatars'."

Explaining the concept behind La Tomatina, Kim Saldanha, Vice President - Marketing, Customer Centria said, "GoJiyo, by its very nature has to be at the cutting edge of creativity, which for us is one of the key drivers of community building. We have provided a compelling reason for our 690,000+ community to come in-world with their friends in tow, with Bollywood as the unifying platform. GoJiyo is so much more than a 'brand activation', it is a completely experiential and immersive platform, with when combined with Bollywood, can provide a customer experience that he is unlikely to get EVER. GoJiyo allows for an experience with the stars in 'Zindagi Na Milegi Dobara'."

Bollywood is a prime passion of our Indian youth and GoJiyo together with Customer Centria has created ample engagement opportunities for the modern-age user. So, right from in-world 3D cricket games, the Anjaana Anjaani Launch Party, Tees Maar Khan 'Save the Santa' game to La Tomatina campaign for Zindagi Na Milegi Dobara - Godrej has struck the right chord with the digital user in India.

For further information, please contact:

Hanmer MS&L Communications Pvt. Ltd
Veera Fernandes
Mobile: +919702012294
Email: veera.fernandes@hanmermsl.com