Campaigns

Micromax pays tribute to the world’s first SMS

Following the legacy of creating’nothing like anything’ experiences, Micromax set up’Taar Ghar’ helping 1500 people to send telegrams within two days

Published

July 23, 2013

VJ Media Bureau

Micromax, India’s leading handset manufacturer, activated a unique BTL campaign to pay tribute to the world’s first SMS service – the telegram, marking the 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 the weekend which received an amazing response from the shoppers.

The brand created an application which converted the Telegram written by the user/shopper to an SMS which was sent to the mobiles 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 Marketing Officer, Micromax said, “The telegram 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 many it was the first and the last time that they ever sent a telegram. With the mobile phone becoming the first mode of communication in today’s age, it was great to see the enthusiasm among people during the two day activity.

The setup looked like a vintage Indian Post Office 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 campaign saw the brand engage with hundreds of consumers building engagement and excitement among them in a short span of two days. The consumer response was overwhelming as it witnessed more than 1500 telegrams being sent within two days. More importantly the telegram received a farewell its rich 160 year history that it truly deserved.

The event was organised at DLF Promenade, Vasant Kunj, New Delhi on the 13th and 14th of July 2013.