Idea partners with Barista and Cafe Coffee Day to save paper

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Last updated : February 17, 2010
The telecom giant has partnered with the two coffee chains providing the customers with the option of looking at the menu and paying the bill in an environment friendly style

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.

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.

First Published : February 17, 2010
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