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Idea Launches Language Helpline

Expanding its ‘Break The Language Barrier’ campaign, Idea will now facilitate day-to-day conversations in 16 different Languages.

Hitesh Ranot | Delhi | October 6, 2010

The ‘idea’ to use the mobile phone to seek conversational help when away from home, as suggested by Sirji to the four idiots in the new Idea advertisement, is now a reality! Idea has demonstrated that assistance on conversations in different Indian languages can be made available on the mobile platform, by launching country’s first ‘Language Helpline’ which will offer conversational support to callers, in as many as 16 languages. Indeed, What an Idea Sirji, in a multi-linguist country!

Any of the over 650 million mobile users in the country who have to move out of their homes for Career, Education, Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings, can now avail this unique service from Idea.

For instance, a Bengali speaking person who needs to have a conversation in Marathi, with a vegetable vendor or a cab-driver in Mumbai, can just dial 9702012345 and seek assistance on Marathi. The caller needs to verbalise his message and the same will be translated by the Idea Helpline agent, instantly on the phone. Input to the agent needs to be given in Hindi or English only for translation in the desired local language.

Callers can call any of the 22 customer care helplines of Idea from anywhere in the country, to get assistance on the language spoken in the circle where the call is being made. For eg: The Bengali caller in Mumbai can call the Idea Helpline number of Tamil Nadu for assistance in Tamil if the need arises.

Announcing the launch of Language Helpline, Anupama Ahluwalia, Senior Vice President – Marketing, IDEA Cellular said, “Our consumer research revealed an interesting insight that people struggle to communicate with other fellow Indians when they move out to other parts of the country where a different language is spoken. Idea’s consumer oriented approach led us to the development of a unique and novel concept - ‘Language Helpline’, to offer real-time assistance on day-to-day conversations to those who need to communicate with local people in their preferred language. The Idea Language Helpline is a demonstration of the power of mobile telephony in bridging language barriers and will take the brand to a new level of consumer connect”.

Idea’s Language Helpline is available across all 22 telecom circles and in 16 Indian languages – Assamese, Bengali, Bhojpuri, English, Gujarati, Hindi, Kannada, Kashmiri, Malayalam, Marathi, Tamil, Telugu, Oriya, Punjabi, Rajasthani and Urdu. Language assistance will be offered on the most spoken language(s) in the circle. The helpline number is the Idea customer care number of that circle and can be accessed by Idea subscribers as well as any other mobile user.

Idea’s customer care IVR has been revamped to incorporate the Language Helpline. Callers seeking assistance on language will be directed to the Language Helpline through the IVR menu in a user-friendly manner. A dedicated team of agents who understand and speak the local language have been deployed to assist callers. A nominal charge of 50 paisa per minute will be applicable for calling the Language Helpline.

Take a look at the list of all 16 languages and the Language Helpline numbers here:

Idea Cellular had earlier launched its ‘Break the Language Barrier’ campaign, which suggests a Champion idea to use the mobile phone to build bridges with people speaking different languages. Idea Brand Ambassador, Abhishek Bachchan, features as a mute chaiwalah in the ad who conveys this idea without speaking a word. The Idea Language Helpline is an extension of the campaign which is touching millions of Indians across the country.

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