The star-cast of ‘Kaminey’, Priyanka Chopra and Shahid Kapoor invited participants to log on to www.nokiameetskaminey.com and upload their ‘three-picture story’ which were both ‘WICKED’ and ‘FUNNY’. Priyanka started, by uploading her behind-the-scene wicked moments from the movie.

Five of the best picture stories were shortlisted by Shahid and Priyanka. The shortlisted contestants came on air in a two-part series on National TV, to narrate and enact the story behind their pictures. The star-cast and director of the movie judged these stories on air to crown ‘INDIA KA SAB SE BADA KAMEENA’, India’s Wickedest.The best storyteller became the proud owner of a Nokia 6700 and bagged the right to an exclusive photo shoot on UTV’s forthcoming movie production.The activity was executed in phases culminating in the TV series. Television, Internet and cell phones invited participation. The TV show was heavily promoted through Zee TV Network and Radio.

Hitherto, movie tie-ups meant tag-on co-branded promotions with movie releases and were more about the movie and less about the brand. Nokia created India’s first ever advertiser funded movie integration, unprecedented in impact. 10,000 picture stories were uploaded, 55,000 people commented on these, demonstrating “Pictures get us talking”, 3.5 million viewed the TV episodes. Nokia turned TV into ‘Facebook’. The television rating for this series was 15% higher than what the regular programmes on this slot garnered, demonstrating stickiness and consumer engagement. This branded content became the launch pad for Nokia’s biggest imaging initiative in 2009.