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CASHurDRIVE helps MTS build a 'connect' with auto-rickshaw drivers in Delhi NCR

31, July, 2014

Aarti Chhabra, New Delhi

The three-wheeled motorized rickshaws, popularly called auto rikshaws in India, have been commuting passengers since decades, but now marketing pundits are taking a ride on their accessibility and popularity by increasingly using it as an advertising tool. Telecom Company Sistema Shyam, which operates under the MTS brand, has tied up with CASHurDRIVE for its outdoor campaign ‘Offer Ka Sikander’ across auto rickshaws in Delhi NCR.

The biggest USP of the campaign was the distribution of MTS handsets to the auto rikshaw drivers for free of cost. The campaign has been planned and executed by CASHurDRIVE, India’s leading Media Advertising Company, specializing in the concept of Vehicle wraps. This is the first time when both the media agency and telecom brand came together for any promotional purpose.

“Auto branding is very popular in a metro city like Delhi and the promotional trend has become very common here. Hence I thought of doing something different which would help MTS to increase their sales and can serve us return on investment. I sat up with my team and came up with the amazing idea of cell phone distribution amongst the auto drivers. I am glad that we got desired response and appreciation.” says the CEO, Raghu Khanna, CashurDrive.

Interestingly this is the first time when any such auto campaign happened. Nitesh Nagpal, Business head at CASHurDRIVE said, “Imagination and Creativity are beyond any limitation. It’s very important to make all those people happy who willingly works for your organization. This was a planned effort to make the drivers happy but also to make the campaign a success. We are looking forward for such business opportunities in future as well.”

According to Leonid Musatov, Chief Marketing & Sales Officer – MTS India, “Be it 1 Million Free Minutes or the roll out of Half Paisa Per Second billing, MTS has been credited for bringing a range of innovations in the Indian telecom market. As a Company, MTS strives to deliver the best value to its customers and at the same time keep the interest of all its retail partners in mind. Our latest initiative “Offer Ka Sikander” has been designed to not only provide enhanced value to our voice customers but also create revenue generating opportunities for our retailers on all subsequent recharges done by the customer”.

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