Idea Cellular has come up with an innovative solution to the complex problem of road accidents on highways of Madhya Pradesh and Chhattisgarh. The campaign, which went underway on April 23 2012, involves installing Idea branded light reflectors on tractors plying on the roads in these two states.
Explaining the thought behind this initiative, Sunil Tolani, COO, Madhya Pradesh and Chhattisgarh, Idea Cellular said, “This new initiative by Idea Cellular offers a champion idea to address this concern of our society. Highways are dangerous, especially during the wee hours of the day and fatalities are high. Idea has volunteered to come forward to work on this cause and install reflectors free of cost.”
Sunita Bangard, Brand Head, Idea Cellular, said, “Idea is a brand for the masses and hence, has chosen to partner in initiatives that have mass appeal. This new initiative offers a champion idea to address a major concern. The objective of this campaign is to create social awareness of night driving safety.”
Early mornings and late nights are timings when the probability of mishaps is very high. Vendors from wholesale vegetable, fruits and flower mandis who ply on the roads at these hours are the most prone to such mishaps. Vendors from different mandis are taking part in this initiative.
Idea Cellular has also branded 22 mandis in the region, including Jaora, Mandsour, Neemuch, Ratlam, Ashta ,Bhopal, Harda, Itarsi, Pipariya, Vidisha, Ujjain, Dewas, Ashok Nagar, Guna, Ganjbasoda, Pipariya, Khandwa, Khargone, Sagar, Sehore, Khurai and Shivpuri. The mandis with an average footfall of 6,000-7,000 people per day have been branded to create strong brand recall and also to sensitise the visitors with the need and importance of observing safety on the roads, especially on the highways.
According to Bangard, this initiative aids brand engagement. She said, “Agriculture constitutes the major occupation of rural Madhya Pradesh and Chhattisgarh; farmers constitute a large subscriber base for us. This initiative helps brand Idea become a part of their lives.”
Currently, this initiative is underway in Madhya Pradesh and Chhattisgarh. Based on the success of the campaign, there are plans to replicate it in other circles as well, which will be deployed in a phased manner. Idea plans to come up with more innovations in the near future.