MTS powers up Jaipur Literature Festival

Sistema Shyam TeleServices Limited (SSTL), which provides telecom services under the MTS brand, associated with the Jaipur Literature Festival as the official data partner for the event. The objective was to address their target segment by providing their world class data services. As a part of this association, the brand was given a space in the venue premises to create a Wi-Fi hotspot and to showcase their products. The brand provided up to 100 Mbps connectivity in the venue for all delegates and also provided free Wi-Fi to customers who walked over to the counter during the week long extravaganza.

According to Ashish Bhatia, Chief Operating Officer, Rajasthan Circle - MTS India, "At MTS India, we are always looking at avenues to engage with the internet generation of India. Our association with the esteemed literature festival presents an exciting opportunity for us to showcase the reliability and consistency of our broadband network. The attendees including authors are social media celebrities, who are always on the look-out to engage with a larger audience including their fans. Our aim is to provide all attendees with a world class browsing experience through the MTS 3GPLUS telecom network.”

As one of the biggest literary festivals in the country, the Jaipur Literature Festival offered an organised platform for the brand and an opportunity to interact with massive audience present under a single roof with undivided attention. "Such events allow us to establish our dominance in the internet data ecosystem as it provides us an opportunity to showcase and sample our products among the youth of the country. We believe that youth as a segment has an appetite to consume large volumes of data. Once satisfied by the performance of the product or service, they go onto becoming our ambassador and spread a positive word of mouth for the company's products & offerings,” said Ashish.

While the event generated large crowd, the brand faced challenges in managing the long queues at the Wi-Fi zone. For this, MTS had to double their staff to attend to the customers at the Wi-Fi zone. However Ashish felt that youth have plenty of queries and each interaction with them was very informative.

Considering that this national festival attracted various other brands and service providers, MTS faced the challenge of overcoming the cluttered environment and competition. However, the brand had a unique proposition to offer which made them  standout from the rest. "The venue, being in the old city, posed a lot of connectivity problems for the visitors and no other operator except MTS was able to provide seamless data connectivity. MTS had the USP of being present across the venue with full coverage. We had enough bandwidth to satisfy the data hungry audience at the festival. This clearly made us standout from the crowd,” Ashish explains.

MTS also branded the city, where prominent billboards across Jaipur were plastered with the message'MTS is proud to be associated with the Zee Jaipur Literature Festival'. A few bus shelters were also taken up for the activity, displaying the same message. The road leading to the venue,'Hotel Diggi Palace', was also done up with MTS banners and umbrellas. Inside the venue, they created a Wi-Fi zone and covered the facing lawns with MTS umbrellas. Umbrella branding was also done in crowd pulling restaurants within the premises.

Speaking about the great response Ashish said, "We were proud of our association with this world class event. A lot of visitors, especially young college goers, thronged our counter for the experience.”