| MUMBAI:
As the first terror bullet smashed the Mumbai eventide calm, something deeper
was stirred across India. Valiant men and women lost their lives, saving those
of others. The 60 horrific hours generated contradictory impulses; a feeling of
being wounded, yet stronger; of being united, yet without a glue; of anger without
focus.
On the first anniversary of 26/11, Idea Cellular initiated the
movement titled the ‘Talk for India Hour’. An advance nationwide campaign
publicized the hour. Approximately 5.5 crore Idea subscribers were made aware,
that for every call they made between 8.36 p.m. and 9.36 p.m. that evening, the
nett revenue generated would be handed over by Idea Cellular to the cause of protective
gear for police personnel.
At its culmination, approximately Rs. 1.25
crore was generated as revenue from subscriber calls. Idea Cellular doubled the
amount, and contributed a total sum of Rs. 2.50 crores. This cheque of Rs. 2.50
crore, for the Prime Minister’s National Defence Fund, was handed over to
Mr. P. Chidambaram, Hon’ble Home Minister by Mr. Sanjeev Aga, Managing Director,
Idea Cellular, at an austere ceremony in the national capital.
Said
Mr. Sanjeev Aga, Managing Director, Idea Cellular, “Beyond mere money and
words, the question we asked was what extra we could do to convert raw emotion
into a force multiplier. In our case, our huge 5.5 crore subscriber base, straddling
all cross-sections of society provided the inspiration. It is the Idea family’s
salute to our much maligned, over-worked, under-equipped Indian police force,
saying that as you transform to take on our enemies, we are solidly behind you.”
Added Mr. Aga “The acknowledgement by the Hon’ble Home Minister
is a huge encouragement.”
In early November, the ‘Talk for India’
campaign was triggered by a TVC featuring IDEA Brand Ambassador, Abhishek Bachchan,
who urged citizens to participate in the campaign. The campaign was supported
on Television, Radio, outdoor and digital media. To mobilize a large number of
people, IDEA activated groups on social networking sites, besides various ground
activation programs, in a 360 degree approach.
IDEA organized Memorials
and Candle Light vigils in 32 Indian cities across 15 states, on November 26th,
2009. Over 110,000 citizens paid tribute to the victims of terror attacks, and
the valiant men and women who lost their lives to ensure the safety of Indians.
People from all walks of life stepped out and expressed solidarity for the cause,
by lighting candles and expressing themselves by writing messages, and through
the medium of art. | 