London - 1st August 2007 - The Mayor of London has teamed up with mobile marketing agency Incentivated to promote the India Now season, London’s largest ever celebration of India, which runs from July to September.

The three month campaign will explore Indian culture and celebrate the increasingly strong relationship between London and India. The season will include events and showcases of Indian art, film, food, theatre, music and fashion.

Posters advertising the event, and featuring a text call-to-action, are being posted throughout London, including on panels in Underground cars. By texting INDIA to 62967 Londoners can sign up to receive an e-brochure, which will be sent immediately to the email addresses, for further information about the event.

Ken Livingstone, Mayor of London, says: “I hope that all Londoners will experience the many exciting cultural events taking place throughout July to September as part of India Now. It is our biggest opportunity to enjoy the cultural richness of a country that will be a huge part of all our futures.”

Jonathan Bass, Managing Director at Incentivated, 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 London’s ethnic diversity), Open Rehearsal (providing a booking service for arts events in the capital) and Love London (providing a calendar of London events).

For further information please contact:

Elena Dunn, Skywrite Communications on +44 207 608 4646

Published on: 12:00AM on 2nd August 2007