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The next time you grab a cup of coffee at any Barista or Café Coffee Day (CCD) outlet, make sure to do your bit for saving paper, by accessing the menu and bill through your mobile phone.
Taking its 'Use Mobile, Save Paper' campaign further, Idea Cellular has partnered with the two coffee chains to make it possible to eliminate the use of paper in transactions. Through a unique mobile software application, which has been made available at CCD and Barista outlets, people can download the menu card and bill on their mobile phones, thereby eliminating the need to use paper for these purposes.
Customers, who come to these outlets, will be informed about this initiative. They will be given the option of downloading the application onto their mobile phone, through a Bluetooth transfer. The home screen of the application will have three options: Order, which enables the customer to browse the menu, select the items to be ordered and see the order summary; Bill, where the customer can view the total bill for the items ordered; and About Us, which carries information on the campaign.
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Pradeep Shrivastava, chief marketing officer, Idea says, ""The initiative works as an extension of our campaign, and is not something done for revenue imperatives. The bigger objective is to connect with a large base of mobile users, especially the youth, and get them to use mobile phone applications more judiciously in their day-to-day activities, to save paper."
The service is free of cost for customers, and is available to all mobile users, irrespective of which service provider they use. The initiative started on February 14, which happens to be Valentine's Day, and will run up to the end of this month.
The application can be downloaded at 90 of Barista's outlets, and at 75 CCD outlets in Delhi, Mumbai, Bengaluru, Kolkata, Chennai, Hyderabad and Pune.
Once again treading the social advertising path, the new Idea campaign showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, and issue e-tickets and boarding passes; thereby saving paper everyday.
© 2010 afaqs!From AMIT KUMAR, Fri 19 Feb 2010 04:30:33 PM small mind small thinking small people.broad mind good people high thinking ....polish yrself to be a good citizen a drop of water makes an ocean .had anyone else felt the pain which idea shows to protect trees.Tell me one example given by any other telecom operator???? 2nd marketing yukk should one promote mobile phones to clear baby potty instead of baby whipes.kudos to idea and team well done.
Amit Kumar
From Shekhar, Thu 18 Feb 2010 10:40:43 AM Just a marketing gimmick! In this exercise, payment cannot be made using/over the mobile. So it is not a seamless experience for the customer. Plus opening up bluetooth exposes your mobile to a variety of possible virulent attacks!
From Dean Faria, Wed 17 Feb 2010 07:49:27 PM Most possible the POP advertising instores will waste a lot of paper.. !!!
From Nabendu, Wed 17 Feb 2010 05:16:52 PM just a marketing gimmick...nothing more than that..
From kanchan, Wed 17 Feb 2010 04:53:41 PM Smart one! This sounds great!
From sahil kwatra, Wed 17 Feb 2010 12:45:13 PM wat an idea SIRJEE!!!!!!!!..This will certainly save paper for future use n it is a gr8 step by idea ,barista and ccd as a CSR initiative...
From harshv, Wed 17 Feb 2010 11:32:21 AM idea is good....but idea people should make the message compulsorily by first adopting it themselves. for example they should completely ban the paper in their all the offices including bill generation to customers also..,everything should be online/sms/mms/digital as far as it could be. Secondly, they should promote this example through TVC among all masses so that one could be associated more genuinely with them...that idea has implemented this...now it is turn of you...as what abhishek bacchan says " I am doing my bit...are You?'. To save paper is a huge task...and very tough too..implementing with Barista and Cafe is a marketing tool of this...not a worthy practice towards the cause.
So idea is great but no great idea implementation sir jee!
From sanjeev mulchandani, Wed 17 Feb 2010 11:04:02 AM dont screw cause for marketing....
is idea sending sms of bill amount, instead of bill to save paper.
From Anwesh Bose, Wed 17 Feb 2010 10:41:05 AM What an Idea Sir ji!
From fren, Wed 17 Feb 2010 10:35:24 AM Wow! The initiative will last for two weeks! Thier seriousness towards the cause is pretty evident!
