Having conducted two glorious seasons of Mobile Roadie Hunt@Idea, a first-of-its-kind Web and Mobile engagement initiative, Idea has kicked off the 3rd season of the popular MTV Roadies!

Mumbai, 18th February, 2011: The Mobile Roadie Hunt@Idea is back! The favourite Mobile Reality show of the nation’s youth, ‘Mobile Roadie Hunt@Idea’ is now open on www.mobileroadiehunt.com for aspiring and avid gamers amongst over 84 million Idea subscribers, to participate in this extraordinary talent hunt. The online engagement program is bigger, better and different in its 3rd season!

This edition of the gripping and interactive contest will utilise the foundation of social media extensively. Popular VJ’s and brothers Raghu and Rajeev are the show anchors who will interrogate the users through their Facebook friends, in their own inimitable Roadies lingo. The duo will check out ‘the social status’ of Roadie aspirants and give their expert analysis on the contestant’s friends on the network.

The moment the user logs on to www.mobileroadiehunt.com, the person’s Facebook information (count of friends, profile picture etc.) will be visible on the background of the microsite thereby giving it a very personal touch. The brothers will then go a step further by picking up friends of the users who are logged-in from their Facebook accounts to analyze and pass comments on each of them and the contestant’s social status. The users will also get to upload content in the form of videos etc. for their friends and Raghu and Rajeev to comment on.

The winner of Mobile Roadie Hunt@Idea will get direct entry into Roadies Battleground 9 on MTV, and also win a brand new Karizma bike. To register, users need to subscribe to an Idea VAS pack of Rs. 49 only.

Roadies is a very popular reality show with a superior blend of travel, drama and adventure and its online avatar - the Mobile Roadie Hunt@Idea - is a combination of Mobile and Digital platforms coming together to provide users with unmatched virtual experience.

Idea Mobile Roadie has been an Award winning Digital property for the last two seasons. It won the ‘Best Mobile Innovation’ (Bronze) at Ad Club of Mumbai’09; ‘Best Direct Marketing’ (Bronze) at Ad Club of Mumbai’09; ‘Best Digital Media Innovation’ (Bronze) at EMVIES’09; ‘Best Website – B2C’ (Silver) at Digital Media Awards’10; and ‘Best Technology in Telecom’ (Bronze) at Digital Media Awards’10.