Yahoo! India Answers and Unilever launch world’s first branded video knowledge search

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Yahoo! India Answers and Hindustan Unilever Ltd. (HUL) have launched world’s first branded video knowledge search

Extending the success of Y! Answers to an offline media, Yahoo! and HUL team went across 3 cities (Mumbai, Delhi and Bangalore) and asked women questions on hair care.

In a span of 9 days, over 250 women were interviewed and 1,000 minutes of footage recorded. The results of this initiative have been staggering. Launched on May 16, 2007, users spent over 830,000 minutes on the dove promo site of which close to 69,000 minutes were spent only on viewing videos. Over 2000 answers were posted by Yahoo! users, making this the largest ever branded campaign on Yahoo! India Answers. [source]

Apart from the regular QnA, the site has video footage of interviews and is a great recipe to get the fairer sex hooked!

Do you see this as the next wave in advertising? i.e. Branded Communities?

Incidentally, ZenithOptimedia (media agency) predicts that ad spend on Internet is expected to surpass radio, cinema and outdoor by 2009 (to grow from 210 crores to 450 crores).
(source)

Damn those who say India is not ready for web 2.0. All you need is a great execution and this is a classic case. What says?

Y! India Answers page | Y! India Promo page (Dove/HUL)

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