Navigational service provider, NAVTEQ said that it has tested success in executing a marketing campaign for India-based English Movie Channel, Zee Studios for a mobile advertising initiative.

The campaign was delivered to subscribers of Airtel and NAVTEQ says that it registered a high impact click through rate (CTR) of 8.77% with consumers.

According to NAVTEQ, the centerpiece of the promotion was as an application that mobile users downloaded to browse Zee Studio’s scheduled film broadcasts. After downloading the app, consumers could click on movie titles to view synopsis and movie critiques. High engagement was built with users enabling a calendar synch option which set reminders for movies they were interested in watching.

“NAVTEQ has a long history with Airtel,” said Christopher Rothey, vice president, advertising, NAVTEQ.  “We know the power of mobile advertising and believe it can actually help enhance the user experience of a new generation of applications and products throughout India.”