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Micromax pays tribute to the Telegram – the world’s first ‘SMS’ service

Sets up Micromax ‘Taar Ghar’ in Delhi’s DLF Promenade helping 1,500 people to send telegrams in two days through the BTL campaign

BestMediaInfo Bureau | Delhi | July 19, 2013

Following its legacy of creating ‘nothing like anything’ experiences for the Indian audience, handset manufacturer Micromax activated a unique BTL campaign to pay tribute to the world’s first SMS service – the telegram – which came to an end on July 14, 2013 at  6 PM after being in service for 163 years. As the country witnessed an era coming to an end, Micromax took the initiative of offering a tribute to the world’s oldest messaging service through an innovatively designed storyboard installed at Delhi’s DLF Promenade over the weekend on July 13 and 14.

The activation received an amazing response from shoppers. 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 1,500 telegrams being sent within two days. Each visitor was also given a framed copy of the telegram that they sent. More importantly, the telegram received a farewell its rich 163-year history that it truly deserved.

The technology 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 the user/shopper as a memorabilia.

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.

Shubhodip Pal, CMO, 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.”


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