Telecom units tap arts to connect

Telecom companies in West Bengal are increasingly associating with music, theatre and performing arts to emotionally connect with consumers as well as build the brand in as many ways as possible in the face of stiff competition.

According to companies like Tata Indicom, Airtel, Vodafone, Reliance and BSNL, cultural association helps connect with consumers especially during rural penetration.

According to Ajay Puri, CEO of Airtel in West Bengal, "Music brings us closer to our customers and is one of the best forms of expression especially with services like Music on Demand, Hello Tunes etc."

Likewise, Tata Indicom has identified some of the local rock bands in Kolkata to promote music for the youth.

According to a Tata Indicom official, "In January we will launch our music campaign in Kolkata with local rock bands and a signature tune with these bands and their music."

Airtel backs local musical genres in different eastern Indian states and promotes local talent. In Bengal, Airtel connects with Rabindrasangeet and Bengali bands while places like Nagaland, Shillong and Mizoram, it backs rock. Airtel in Bengal promoted a 64-member Philharmonic Orchestra on January 5 this year with participants like Abraham Mazumdar, and Ranjon Ghoshal, founder member of the band. Other artists include Antara Chowdhury, Ritika Sahani, Anindyo of Sahar and Rupam of Fossils. Some songs would be made available on the Airtel Live portal and available for download. Again, Airtel in Assam and North East is providing a platform for local bands.

Said Sudipto Chowdhury, Airtel's COO of Assam and NE circle, "Airtel is trying to integrate and associate itself with all kinds of music according to local tastes. For instance, in order to connect with the distinct rock music culture in North East, Airtel had brought Michael Learns to Rock in Shillong in 2005. In 2007, Airtel presented Scorpions live in Shillong. This year prior to the show, Airtel introduced a unique contest for rock groups in North East."

In Orissa, Airtel's association is through Odissi music and dance.

Vodafone Essar points out it is promoting culture in Kolkata through music, drama and art events including its signature event, 'Vodafone Odeon', a seven year old theatre festival held usually for 15 days with English and Hindi plays.

Vodafone hosted 'Legends of India Concert' in Kolkata with flautist Pandit Ronu Mazumdar, dancers Padmashree Gruru Jayaraman Rao and Vanashree Rao and sarod Player Pandit Tajeev Taranath, along with Bengali bands like Fossils, Indian Ocean and Krosswindz.

These associations offer good opportunities for merchandise.

Vodafone introduced 'Jogajoger Utsab', an assortment of Puja products and programmes including value-added services, musical evenings, privilege booklets and performances by renowned artists and musicians.

Vodafone also brought 'Penn Masala' to Kolkata, a 15-member group of students from the University of Pennsylvania to perform 'capella' music, without instrumental accompaniment and solely dependent on vocals.

Reliance Communications recently associated itself with the 50-year-old theatre group Sundaram, to promote theatre.

Through its call-in facility, Reliance Communications helped Sundaram select new actors for theatre.

BSNL hosts an annual theatre event called 'Natto Swapna Kalpa' in December every year based on a theme acted out by theatre groups.

To develop new talent for the theatre, BSNL in 2007 backed five new theatre groups.

According to a top Calcutta Telephones official, "BSNL's association with theatre for the last two years has helped it connect with consumers and establish itself as more than just a telecom service provider".