The Hindu Business Line : Hutch connects with youth at IIT fest

LIFE-SIZE Hutch cut-outs and eye-catching banners dot all roads at IIT-Madras, leading to Saarang 2005, the famed college cultural festival (January 21-26).

As you saunter deep into the woods, punk-styled teens groove to high-voltage rock-n-roll. Welcome to Informals - the unwind zone of Saarang, where Hutch has lined up a series of activities ranging from blind dates, paper dance and SMS contests to tug-of-wars.

"Our idea is to integrate with the entire festival and not sponsor just an event. We want to interact with a wide cross-section of youth and get greater visibility," said an official of the telecom giant. The cream of the student community — student leaders and cultural secretaries from elite institutions — throngs this national fest, "which is a potential customer base, providing huge opportunities for brand recall."

Hutch has been associated with Saarang for the last three years, cashing in on the "history and tradition of the fest," said Mr Samuel Selvakumar, Operations Director, Hutchison Essar South. He added that the company has also been involved in culturals at renowned institutions such as Manipal College and National Law School.

Of course, all events at Informals have a Hutch connection: while T-shirts and memorabilia carrying the company logo are given away, youngsters are quizzed on Hutch trivia. There is also a dose of Hutch's popular ads featuring the boy and the dog on plasma screens. "Besides entertainment, the activities also promote brand awareness," according to an event organiser.

Hutch is also spreading its network through recharge zones, information kiosk, phone booths for making local calls free of cost and close-circuit TVs (which air the on-stage events) at vantage points in the campus.

"These services are especially useful for out-station students to co-ordinate with their friends, as roaming charges are costly," said the official.

A games gallery has also been set up to promote the latest offerings such as Hutch Astro, Click and Print and Hutch TV.

In the astro section, technology blends in with the ancient, as mobiles phones replace tarots and parrots! For those wanting to stay in tune, ringtones of international and Bollywood chart-busters, can be downloaded on to their phones; while memorable moments are captured on camera phones at the `Click and Print' stall.

Little wonder that these informal activities are a big draw. "At any point of time, you can see 200 people pouring into this venue," says K. Srivatsa, a 3rd year student of IIT Madras and also a sponsorship co-ordinator.

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