According to M2W, which has launched the service in partnership with Creations Publicity, each billboard now has a specific code painted on it (say CP1 for hoarding at location X). The instruction reads - SMS CP1 to 8558 - where CP1 is the code and 8558 is a four digit access number . The sender on transmitting a particular code to 8558 receives exact location details, the size and contact details.

Besides Mumbai, M2W is also targeting Gujarat and cities in the southern part of the country for SMS-enabled billboards in the near future.

"At M2W, we are constantly evolving the wireless landscape in which we operate! The hoarding innovation is just an example. Our business is to get brand owners and consumers together using the wireless media, and we have managed to do this across TV, print, online and now hoardings!," said M2W vice-president sales and marketing Rajiv Hiranadani.

On the conceptualisation of the SMS-billboard project, Hiranadani said: "We are constantly on the lookout for innovative and optimal solutions in wireless marketing. In addition to our wireless marketing solutions for brands we analyzed the outdoor media and developed an application for companies, predominantly in the service sector. We are targeting service companies, who want to reach out to prospective customers directly through these wireless marketing campaigns."

M2W, an international wireless agency which has stakeholders in Siemens Mobile Acceleration Gmbh, Softbank China Venture Capital and interactive brand marketing agency Contests2Win, was launched recently in the country. M2W is also operational in China where it operates the shortcode 8558 and connects with more than 215 million mobile cell users. The company had acquired the same shortcode in India.