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Promoting Chit-chat

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VoicenData Bureau
New Update

alt="Cicak enjoying chit-chat ... the Singaporean way ... the humorous way." align="right">

Communication makes

life meaningful. Popularizing communication may sound unusual, but not so when almost 80

percent of the population has not made even a single telephone call. We do need to educate

the masses about the benefits of telecommunications. But that may be a tall order ... so

why not start with a little "chit-chat".

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With the younger and other talkative

members of the family around, we experience enough of chit-chat. Even though the

dictionary defines chit-chat as "lighter conversation among young girls",

chit-chat is not the prerogative of any specific segment. All of us given an opportunity

would like to lighten ourselves with some chit-chat. It is not just a coincidence that the

ideal time is late evenings when the hustle and bustle of the day is over, and the telecom

network is not so much loaded.

Thus, we are not addressing just a

"niche", rather a major segment. In Japan, the Personal Handy-phone Service

(PHS) had positioned itself as a cordless service with call rates between fixed and

cellular telephony, focusing on the mass-market through this segment of late callers or if

we can call them "chit-chatters".

Cicak Does

It In Singapore

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alt="https://img-cdn.thepublive.com/filters:format(webp)/vnd/media/post_attachments/42454ed2e7011c2a3f68fcf3974f23ea41873c3d984965c5fdb64f1216ef2f27.gif (14364 bytes)" align="left"> COLOR="#000000">The mobile operator

Mobile One (M1) in Singapore, which went into service last year, recently launched

"M1 Chat". It uses a cool and cheeky cartoon character Cicak—sounding like

an alliteration of chit-chat, it actually means lizard in the Malay language—to

promote the service. This Cicak, fondly called "Gordon" loves to chit-chat

incessantly on his chat-phone (read cellphone) and always with good etiquette and never on

the road. Sounds so familiar. Gordon is flashed all over the print media and the TV

network in Singapore: the commercial ends with a punchline about enjoying a good

chit-chat.

Humour

Stands Out

In a market dominated by serious messages

and complex equations representing packages, promoting chit-chat in such a humorous and

lighter way is bound to stand out. We can take the cue from our own Amul.

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Chit-chat is not just the pastime of

Singaporeans. All of us need to indulge in it, just to unwind. But it needs to be

affordable. Even better, if it is mobile—we can as well walk around with out

chat-phone or take it to the cosy and private environment of our bedroom.
SIZE="4" COLOR="#016077">

"Happy

Calls" From AirTel

alt="https://img-cdn.thepublive.com/filters:format(webp)/vnd/media/post_attachments/68dabe8f708547d22da945e9469c5a7fa2139ad494ad8143eef881cb6b984ea5.gif (7538 bytes)"> alt="https://img-cdn.thepublive.com/filters:format(webp)/vnd/media/post_attachments/e6059725d15c0454be83b981beaffb91cd7ca527aee784d541575ef2eb80bf09.gif (10479 bytes)">
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It is the

latest tariff plan from our Delhi operator AirTel. Between 8 p.m. and 8 a.m., it offers

airtime rates of Re 1 per minute—unheard of. The same rates apply even on Sundays and

national holidays (one does have to pay a fixed charge of Rs 399 per month). AirTel not

only put colourful banners all over the city besides full-page ads, but also its

"street-walkers" went about offering free trial calls in the evening to let the

target audience chit-chat with their friends. They also went about distributing

gifts/sweets valued Re 1 each. Reminding Re 1 a minute. All in the interest of a friendly

and affordable chit-chat!

No-frills

Mass-market

It is

important to develop the no-frills product or service for the mass-market. How many people

really use those complex features on VCRs, washing machines, microwave ovens or mobile

phones? The mass majority need simple no-frills service. So why not "Keep-It-Simple

...", the popular KISS principle! And if possible, offer it with some humour ...

everyone can afford to smile!

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