The Mayor of London is working with mobile marketing agency Incentivated to promote the India Now  season, Londons largest ever celebration of India, which began in July and runs until September.
The three month campaign explores Indian culture, and celebrates the increasingly strong relationship between London and India. The season includes events and showcases of Indian art, film, food, theatre, music and fashion.
Posters advertising the event, and featuring a text call-to-action, are posted throughout London, including panels in Underground trains. By texting INDIA to 62967 Londoners can sign up to receive an e-brochure, which will be sent immediately to the consumers email address, for further information about the event.
I hope that all Londoners will experience the many exciting cultural events taking place throughout July to September as part of India Now says Mayor of London, Ken Livingstone. It is our biggest opportunity to enjoy the cultural richness of a country that will be a huge part of all our futures.
Incentivated MD Jonathan Bass adds:
The mobile campaign invites Londoners to text in their email addresses in order to trigger an email response, sent immediately to their PC, awaiting them when they log on at work or at home. The text call to action replaces the need for people to remember website addresses or write down call centre numbers.
India Now is the latest in a series of mobile-based services provided by Incentivated for The Mayor of London. Other campaigns include CABWISE (promoting safe travel via licensed minicabs); Recycle for London (encouraging recycling); RISE (celebrating Londons ethnic diversity); Open Rehearsal (providing a booking service for arts events in the capital); and Love London (providing a calendar of London events).