Poor gimmick IMO, The mobile phones are too common nowadays and this is not something which will attract many, when even vegetable seller can afford a Blackberry. Plus, the offered mobile phone does not seem to be exclusive too. If they actually have something to offer / attract, give a cash discount or another complementary tire, instead. What say?
A mobile phone? The guy who comes for manual labour in our paddy field has gotta brand new phone with bells and whistles. They should have given a discount or some car care product.
And Nokia sells good basic colour phones for 1375 rupees retail.