In 2015, VivaConnect ran a campaign for Zee Talkies called "Daba Bot, Milel Note." It was a missed-call contest. Viewers answered film trivia questions for a chance to win cash.

The response was huge. Over 1.3 crore missed calls in total. On Sundays alone, up to 9 lakh calls came in a single day. It became one of the biggest engagement contests in Maharashtra.

The idea was simple. People respond when something is easy and the reward feels real. A missed call needed no app and no internet. Just a phone.

 Read the original coverage of the campaign here:   

Zee Talkies garners the highest response for Viewer engagement

That same idea still drives what we do.

VivaConnect is the parent company behind Helo.ai. Everything we've built since has come back to one question: how do customers want to engage, and are we showing up there?

The channels have changed. Missed calls and SMS have given way to WhatsApp, RCS, voice, and AI-driven conversations. But the core question hasn't changed. How do you get someone to respond? And what happens next?

Helo.ai is built around that question. Instead of sending one campaign to everyone, brands now run journeys that adapt to each customer. The channel they prefer. When they're likely to respond. What they need next.

The Zee Talkies campaign worked because it made participation easy and rewarding, at scale. Helo.ai does the same thing today, except now every interaction also makes the next one smarter.

From 1.3 crore missed calls to millions of intelligent conversations every day, the goal hasn't changed. Make it easy. Make every response count.