Idea Cellular ties up with Indian Railway to ‘Break the Language Barrier’
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 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.
Idea’s new campaign aims at offering a 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.
Idea has launched country’s first ‘Language Helpline’ which will offer conversational support to callers, in 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.