REL offers multilingual power bills

Reliance Energy Ltd (REL) on Thursday launched 'multilingual power bill', which allows its customers to select the language for their power bill. Initially launched in Mumbai, customers can choose from four languages - English, Hindi, Marathi and Gujarati.

With this, REL has become the only utility company in the world to offer multilingual billing option. The power bill will be offered in the language selected by customer as his current choice after a span of two-months.

Yogendra Vashishta, head (branding), REL, said, eventually the customers will be able to choose from as many as 19 Indian languages. "We are bringing in contemporary customer marketing practices in the utility sector," Vashishta said in his presentation.

REL customers will be able to specify their choice in the bills posted this month. Bill dated 9th September and later will carry language option coupon at the back of the bill. Customers can also get the coupons from the customer care centres.

REL is also releasing advertisements from September 20 to make customers aware of the language choice. Although Vashishta refused to divulge details on the adspend, he pointed out that "the company was still working out details on media plans even as we have firmed up creative solutions for advertisements".