Goodbye telegram! Micromax says it in style

Micromax, India’s leading handset manufacturer, activated a unique BTL campaign to pay tribute to WKH ZRUOG’V fiUVW 606 VHUYLFH – WKH WHOHJUDP -- PDUNLQJ WKH end of an era. As the country witnessed an era coming to an end with the shutting down of the Telegram Services, Micromax took the initiative of offering a tribute to this 160 year old messaging service. An innovative design with an interesting storyboard was installed at the DLF Promenade over a weekend which received an amazing response from the shoppers. The event was organised at DLF Promenade, Vasant Kunj, New Delhi on the 13th and 14th of July 2013. The brand created an application which converted the telegram sent by the user/shoppers to an SMS which was sent to the mobile phones of their loved ones. The same message was also printed on a mock telegram and given to shoppers as a memorabilia. Commenting on the same, Shubhodip Pal, Chief 0DUNHWLQJ 2IfiFHU, 0LFURPDX VDLG, “7KH WHOHJUDP for many people had been the only recourse when messages needed to be conveyed across distances on an instant basis. It was an eye opener to see that in today’s era of instant messaging, e-mails and texts, for PDQY LW ZDV WKH fiUVW DQG WKH ODVW WLPH WKDW WKHY HYHU sent a telegram. With the mobile phone becoming the fiUVW PRGH RI FRPPUQLFDWLRQ LQ WRGDY’V DJH, LW ZDV JUHDW to see the enthusiasm among people during the two day activity.” 7KH VHWUS ORRNHG OLNH D YLQWDJH ,QGLDQ 3RVW 2IfiFH brought alive with various props which immediately caught the eye of the shoppers. The displays giving out the history of the telegram and the telegraph machines brought about a whole lot of curiosity amongst the audience. The team at the venue was dressed like postmasters who were easily able to engage with a lot of people.The consumer response was overwhelming as it witnessed more than 1500 telegrams being sent within two days