To bring about change and offer services that actually brings value to a customers life using a mobile phone, Tata DOCOMO brings first of its kind initiative – Blood Helpline Service on SMS. This service is exclusively for all TATA DOCOMO customers and it aims at giving help or seeking help in case of emergency.

Bloodline Club is a service exclusively for TATA DOCOMO customers where they can seek or give help for any blood requirements under medical emergency.

TATA DOCOMO customers can join Bloodline Club by sending an SMS ‘JOIN <Blood Group> <pin code>’ to 54321 (toll free). Post sending the SMS, customer will receive a confirmation message. In case of immediate blood requirement subscribers can effectively take advantage of the service by sending an SMS NEED <Blood Group> <pin code> to 54321 charged at Rs 3 per SMS. After which, all fellow Bloodline members (whose blood group and pin code will match the requirement) will receive an alert message to help the member in need.

The service is open to non-registered TATA DOCOMO users as well. At the time of need, they can request for blood by sending the same NEED <Blood Group> <pin code> to 54321, even if they have not joined as a virtual member of the Bloodline Club.

“At TATA DOCOMO, social responsibility initiatives such as ‘Bloodline Club’ service are aligned with our constant efforts to create and bring value to the lives of our customers. This service was launched keeping in mind that blood donation is more often an acute medical emergency and using the SMS gateway to provide this service helps giver and the donor solve their problems instantaneously. We are confident that this service will go a long way in offering support to TATA DOCOMO customers, because help provided at the right time can save someone’s life,” said Mr. Rishi Mohan Malhotra, Head VAS, Tata DOCOMO.