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Indian Railways help passengers ‘Break the language barrier’ with Idea Cellular
In a first-of-its-kind initiative, Idea Language Helpline is being promoted through Railway’s inquiry
no. 139 across all regions. The passengers are being informed about Idea Language Helpline for
conversational support service in local language that they can avail when they reach their new
destination.
New Delhi, November 3nd, 2010: In line with the ongoing theme campaign, ‘Break the Language
Barrier’, offering a simple solution to millions of Indians to communicate with people talking different
languages in their own, Idea Cellular announces association with Indian Railways, to promote ‘Break the
Language Barrier’ campaign and Idea Language Helpline to help its passengers traveling to other parts of
the country.
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As part of this program, the Idea Language Helpline is being promoted across Indian Railways network
for a week. Idea Language Helpline jingle will play on
139, creating a brand connect with millions of callers who call on this number.
Idea Language Helpline jingle will play on the IVR of Railway’s inquiry no. 139, for a period of 7 days
started from 29th October. The caller will hear one jingle of 10 seconds when call connects with IVR,
followed by a jingle of 15 seconds when call is transferred to a human Interface. In the South circles, the
jingle will be in English and in rest of India it will be in Hindi.
Idea Cellular through this initiative wants to connect with crores of travelers who would be using
this one of the world’s most extensive rail network during the festive season and introduce the
innovative ‘Language Helpline’ in order to assist them in their communication with the people in new city
and areas.
With the ongoing festive season in India Indian Railway traffic goes up substantially, with people
traveling into different towns and cities to meet and greet their near and dear ones across different cities.
This means that through this initiative, Idea Jingle would be heard by a large base of audience estimated
around 1 crore callers in these 7 days, across the country.
In a first-of-its-kind initiative, the passengers are being informed about the Idea Language Helpline -
a service that they can avail when they reach their new destination, for conversational support in local
language.
Idea’s new campaign aims at offering a simple solution to millions of Indians who move out of their
homes for - Career, Education, Travel and other prospects in life; or need to communicate with people
talking different languages in their own surroundings - to help them adapt to the change in surroundings
and connect better with people speaking other languages.
Speaking about the association with Indian Railways, Ms. Anupama Ahluwalia, Senior Vice President
– Marketing, IDEA Cellular, said “Indian Railways is one of the worlds widest and leading railways
network. It carries the largest number of passengers on its network. This gives us a platform to connect
with maximum number of passengers across the country, and offer a utility service to crores of
passengers. We are confident that this tie up will build a strong connect with the audience and help bridge
language barriers for approximately 1 crore passengers during this 7 days phase and further grow Idea’s
over 74 million subscriber base.”
In order to reach out to the audience Idea has rolled out a 360 degree
campaign, utilizing all traditional and emerging media platforms.
Idea has launched country’s first ‘Language Helpline’ which will offer conversational support to callers,
in as many as 16 languages. Idea’s Language Helpline is available across all 22 telecom circles and
in 16 Indian languages – Assamese, Bengali, Bhojpuri, English, Gujarati, Hindi, Kannada, Kashmiri,
Malayalam, Marathi, Tamil, Telugu, Oriya, Punjabi, Rajasthani and Urdu.
To target the flyers, Idea has associated with Jet Airways for promotion of Idea Language Helpline on
Jet Airways and Jet Konnect flights. As part of this, Idea Language Helpline will be talked about in in-
flight announcements informing passengers that they can call on this no. for help with translations in local
language when they reach their destination.
Additionally, Language Helpline brochures will be placed in the seat jackets in flights during this
month long activity aimed at reaching on to 18-20 lakh passengers. These brochures carry translations
of few common words and phrases in 16 different languages and can be useful reference for anybody
travelling to a new place in India where a different language is spoken.
Idea has always offered simple solutions to prevalent problems of the society, through the power of
mobile telephony.
About IDEA Cellular Ltd.
IDEA Cellular is India’s 3rd largest national mobile operator by revenue, with over 74 million
subscribers. Using the latest in technology, Idea provides world class service delivery through the most
extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the
Bombay Stock Exchange (BSE) in India.
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation.
The group operates in 26 countries, and is anchored by over 130,600 employees belonging to 40
nationalities. |
