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Wednesday, May 28, 2003

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Hutch using street plays to reach masses in AP

V. Rishi Kumar


HUTCHISON Essar South Ltd, the private cellular services provider in Andhra Pradesh and several other circles, has taken a non-conventional and yet innovative medium of theatre arts and street plays to reach out to specific target groups, in a medium and language that relates to them.

The Chief Operating Officer of Hutch, AP, Mr Kumar Ramanathan, told Business Line that Hutch hit upon this novel medium - street plays - to communicate the benefits of enhanced coverage in specific pockets. As opposed to traditional mass media, this approach enables us to highlight our offerings and explain to them in an informal manner.

"Hutch is using street plays as a medium to talk about enhanced coverage making it the first cellular company in the country to use such a medium. A city-based popular theatre group `Expression' is performing at various locations. These short bilingual plays lucidly communicate benefits of Hutch's wide coverage including superior voice quality, congestion-free network and low call drops. The street plays include spot contests to add to the excitement," he said.

"We pitched for this idea as we felt that this medium is engaging and direct in its approach of reaching the consumer. The efficacy lies in the ability of this medium to carry the message of superior coverage in the city of Hyderabad succinctly and lucidly," Mr Ramanathan said.

Hutch added new cell sites taking their total to 150. Hutch, currently, covers 31 towns in Andhra Pradesh and plans to increase its coverage to over 100 towns in the next two months.

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