During IPL Season 2, if you had walked into any of the major outlets of McDonald's or Nirula's, at the DT Mall Food Courts and other 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 programme, celebrating the Delhi Daredevils. Dilli Dil Se is also India's first-ever network of multimedia, broadband-enabled entertainment kiosks.
The Dilli Dil Se kiosk network was conceived and developed by multimedia producer, Raja Choudhury and his digital agency, C3CUBE Multimedia, for Coca-Cola India, as part of the latter's integrated marketing programme to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This programme also included a website, www.DilliDilSe.com, designed by C3CUBE.
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Traditionally, touch-screen kiosks are utilised in banks and at airports, stations and museums, in order to facilitate customer transactions, information or ticketing. The Dilli Dil Se kiosk network, however, was created solely for the purpose of promoting a sporting event and providing entertainment in a safe, fun-filled environment. During the DLF IPL 2009, enthusiastic users between the ages of 13 and 30 logged on to the network to cheer and celebrate the Delhi Daredevils' steady climb to the top of the league table, and into the semi-finals.
"This is a first-of-its-kind entertainment kiosk network," says Raja Choudhury, founder and president, C3CUBE, who has been building successful kiosks, websites, videos and TV programmes 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 in India so far. Coca-Cola India believed in our vision and we were able to make this possible during the IPL."
Mansoor Siddiqi, director, integrated marketing communications, Coca-Cola India, says, "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 has already won accolades for its work, including two Webby Honoree Awards in 2008 for www.OurWeddingDay.com and www.CBCWorldwide.com, as well as awards for www.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.
The company was unwilling to reveal costs involved in setting up such kiosks for brands, but feels that the kiosk is a great marketing tool to create brand awareness. Moreover, in this age of digital media, the broadband-enabled kiosk can help in providing information about new products, services, events, and promotions in a more dynamic and exciting way. The kiosk helps in transforming a brand's image into a more personalised and modern one. The company is positive that after the success of the Dilli Dil Se project, more brands will take to this system.