Cafe Coffee Day (CCD), in association with Nokia, has launched location based advertising on the mobile platform Ovi.
The idea is to target customers based on their location and drive them to their nearest Café Coffee Day outlet.
Nokia users with handsets above N97 will be able to view the CCD ad on the weather or events page.
On clicking on the ad, the users will be given two options, 'click2web' which will take them to CCD's Facebook page and 'click2route' which will direct them to their nearest CCD.
Location-based promotions are also being used extensively in India by ICICI Bank and Domino's.
The two-month campaign initiated yesterday, has seen a 7-per cent click-through rate.
About 3,702 impressions were served on the first day and about 263 users clicked to see the ad out of which 73 looked at the map to go to their nearest CCD and about 30 landed on the Facebook page.
Café Coffee Day is a part of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd.