Idea Cellular’s Connecting People Initiative for Maha Kumbh Festival

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In an attempt to provide greater benefits to the GSM mobile users,IDEA Cellular, the pan India GSM mobile operator initiated Connecting People with special arrangements for the millions of devotees going to Haridwar in Uttarakhand during the Maha Kumbh festival. The mobile service operator has launched customized products for visitors and is offering special recharge coupons at retail counters, and has also installed PCO booths to provide telephony services to them.

Idea Cellular’s Prepaid recharge coupons are available at 500 retail outlets, ashrams and akharas in Haridwar and all the nearby regions. The Brand Idea hoardings  are placed at important points across the city, including some of the prominent ghats. It has also installed over 150 PCOs in Haridwar across major locations such as Har-Ki-Pauri, ashrams and surrounding areas.

The operator also installed 15 additional mobile towers in Haridwar. To enhanced the network traffic capacity two Mobile BTS- CoWs (coverage on wheels) are installed in the city, as a special arrangements to provide additional support for network coverage, during the time of the holy baths.

According to the Idea cellular "Idea Cellular is the largest mobile operator in UP West and is actively involved with the locate populace for activities like Sharado Utsav in Kumayon region, Devi Dhurra Mela in Hills, Garh Ganga Snan etc. The Kumbh Mela has a deep connect with not only the regional population, but also millions of people who come to participate in this mega event. It provides an ideal platform to connect with the audience, as well as provide them service and support for smooth communication. We expect to touch one crore people in a span of four months i.e. the entire duration of Kumbh Mela. In the four Snans that have already taken place during this Kumbh, we have touched lakhs of people on a single day.”

Idea cellular offering full talk time on lower denomination recharge vouchers to benefit customers who talk for short duration and introduced Special night vouchers especially for Maha Kumbh. This is a key marketing communication exercise to strengthen Brand Idea’s presence in one of our leadership markets.

Idea Cellular has also set up branded 100 traffic barricades within the city and the surrounding areas and has fixed electric display units (LED) at Har-Ki-Pauri for displaying the helpline numbers for the devotees.Idea Cellular information kiosks are installed at the railway station and teams of Idea promoters are deployed at various dhabas to guide pilgrims and help them with necessary information. Mobile charging units are installed in hotels, ashrams, dhabas and other public places.

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