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An Exciting Contest Launches the Campaign

For the first time in India, there was a contest with one aim, to get people talking!
How? Give people a clever riddle that entices them to solve it.

It’s a sign of manhood...
But it’s not a moustache.

In order to solve the riddle, you may need to talk about it with your friends, just to make sure you’ve got it right!

It’s another name for safety…
But it’s not a helmet.
It’s a small thing… there’s no doubt.
The one who doesn’t talk about it… is no man.
Now tell us… what is this small thing?

Then, when you think you’ve got the answer, make a local call and state the answer.

The Jo Bola Wohi Sikander (the one who speaks is a winner) contest ran for three weeks in December 2007 in the states of Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu. The contest was advertised on television, radio and in cinemas, as well as outdoor media and various on-ground activity in shopping malls, on beaches, at transportation depots and in rural areas.

Nearly 400,000 calls were made by people attempting to answer the tricky riddle. Twenty-five lucky winners were selected randomly and each received a camera mobile phone with free talk time.