More Indian companies are joining the social media bandwagon and engaging the consumer like never before. Kingfisher for one, has launched "Be the next official Kingfisher Ad Director". All you have to do is create your Good Times Commercial, upload it to any video sharing site and share the link on the Kingfisher site.

This is a fantastic attempt at consumer engagement & content co-creation through crowd sourcing (2 birds or rather kingfishers with one stone). The winning ad will be the official ad of Kingfisher and will be aired on TV with due credits to the creator, but no great moolah to attract the really creative guys. The hype they manage to create around this concept will be a key determinant for success.

Do you think that this can succeed without the moolah? Would you enter without a monetary gain at the end of it?