B D Narayankar
Bharat BPO has started airing radio commercials to popularize 'Dial 139 - Rail Sampark', the official national enquiry service for Indian Railways. The smart and witty commercials are being aired on Radio Mirchi, My FM and Big FM, across 30 Indian cities, including metro cities like Mumbai, Delhi and Chennai.
Their communication partner, Leo Burnett, has scripted a couple of commercials, which use humour to get the message across. These simple yet hilarious spots convey ample information about the nature of the service. The first ad begins with a son asking his father as to why he was not in the photo album of his parent’s wedding ceremony. Just when the father is embarrassed at his son's innocence, a male voice-over cuts in, saying, "You may not get the answers to some questions, but all your questions pertaining to the Indian Railways will be answered. Dial 139 for booking railway tickets, PNR status, fare enquiry, accommodation, Tatkal seats, journey planning, concession and cancellation rules, refund rules and trains between stations and train timings. You will get all this information in a matter of minutes."
In the second advertisement, the male voice-over intervenes and repeats the same product window when the son asks his father as to ''why can't he marry his father’s mom when the boy's father could marry his mom''.
"The main purpose of these ads is to popularize DIAL 139 services among passengers who want to have access to any kind of information pertaining to train travel, without the hassle of having to wait in queues at railway stations. The service provides an easy, time saving and convenient alternative to travelers. Past experience has revealed that reservations of upper berths are mostly done online. As many as 247 sleeper-class passengers utilized Dial 139 services, out of a total of 272 passengers," Shubhendu Rajan Deb, GM (Marketing) of Bharat BPO said.
Talking about future campaigns, Shubhendu said the company was soon planning to start promoting 139 services across all media, including Internet, SMS and television.
Explaining about the theme and objective of the ad campaign, Mr. Sainath Saraban, creative director, Leo Burnett said, “The campaigns have consciously been kept simple so as to connect with people from all sections of society. Railways, as a mode of transport, is used by people throughout the country and the idea is to sensitize users of Indian Railways that information is just a call away, that too without much effort.
Bharat BPO is a Joint Venture Company of Omnia BPO Services and Spanco Telesystems & Solutions Ltd. The consortium had bagged the contract of Indian Railways for operating Integrated Train Enquiry Services (ITES) all across the country. A company under the name of Bharat BPO Services Limited has been promoted to implement this project. While the Zonal Call Centers for this project are located at the four metros of Delhi, Mumbai, Chennai & Kolkata, the Regional Call Centres are set up at NOIDA, Ahmedabad, Mysore and Kolkata to begin with. This operation has been started with about 700 seats and 2000 persons and is likely to be scaled up to 2000 seats and 5500 persons in the next year.
Dial 139 -Rail Sampark”, Indian Railways’ telephone help line was launched in July 2007 by the Hon’ble Railway Minister Sh. Lalu Prasad Yadav with the objective of bringing high quality information services within reach of every railway passenger. The service handles enquiries pertaining to arrival, departure, schedules of trains plying between two stations, PNR and reservation of berth status, fare enquiry, availability of Tatkal accommodation, journey planning, concession and cancellation rules, refund rules and trains between stations.
For more details contact:
Archana J Sharda
Principal Consultant
Blue Lotus PR
32 - 33, Kusal Bazaar Building
Nehru Place
New Delhi
011-46517241 / 42
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