iWorld
Vi kicks off online gaming tournament for IPL 2021 viewers
KOLKATA: With India Premier League (IPL) kicking in, the tournament’s associate media sponsor Vi has rolled out an engaging initiative based on the popular game concept Play Along’ i.e. play while you watch the live T20 league. One can play solo or with friends every day during the upcoming matches spread over 52 days, and add some fun and excitement with loads of rewards. Vi is offering its customers an opportunity to participate in the Vi Dekho bhi, Khelo bhi, Jeeto bhi online gaming initiative and win daily prizes as well as a bumper tournament prize, from 9 April to 30 May 2021.
This announcement comes close on the heels of Vi’s partnership with Disney+ Hotstar, giving the telecom operator’s customers the opportunity to watch the IPL T20 games live from their mobile phones, from anywhere.
All Vi customers (pre-paid and postpaid) can register and play the game. It will need one time registration from the Vi App home page. There will be four stages for each game, pre-match, play along, strategic time-out, and power play. There will be daily challenges based on the day’s match. Each participant can earn booster points by inviting friends or recharge / bill payment through the Vi app. There are daily prizes for top scorers of the match, bumper prizes for top scorers of the tournament and mega prizes basis draw of lots for those who have scored a certain minimum points.
As a separate initiative, Vi has invited customers to play the ‘Vi Fan of the Match’ contest during match breaks and win exciting rewards, including iPhones. ‘Vi Fan of the Match’ can be played on the telco’s official Facebook and Instagram page, and on Twitter during every match break. Participants will have to answer simple questions pertaining to the live match being played. There will be a total of 20 questions for each match. The gifts on offer for those giving the maximum correct answers:
o Surprise Vouchers on every ad break.
o iPhones to be won at the end of every match – 60 matches, 60 winners, 60 iPhones.
o Bumper prize at the end of the season.
Additionally, the names and photos of each daily winner will be put up on Vi’s social media pages.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
