Idea targets Railway passengers to promote language helpline
03 Nov 2010
Continuing its 'Break the Language Barrier' campaign, which offers simplistic solutions to Indians to communicate in different languages, Idea Cellular has announced an association with the Indian Railways to promote the campaign and introduce the Idea language helpline to passengers traveling to other parts of the country.
As part of this program, the Idea language helpline will be promoted across Indian Railways network for a week. The helpline, which offers conversational support in the local language to users in 16 languages, will be available in all 22 telecom circles of Idea.
The language helpline jingle will play on the IVR of Railway's inquiry no 139, for a period of seven days starting 29 October, as part of the promotional activity.
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 played in English and in rest of India it will be in Hindi.
With the ongoing festive season in India, the traffic for Indian Railways goes up substantially, with people traveling to different towns and cities to meet people across different cities. Considering this, Idea is thus targeting an audience base of 1 crore callers in the seven days, across the country.
''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 these seven day and further grow Idea's over 74 million subscriber base,'' said Anupama Ahluwalia, senior vice president, marketing, Idea Cellular.
