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* Idea Pass’ & ‘Idea Seat’ from KBC powered by Idea, facilitates Sushil Kumar’s journey to unprecedented victory
Mumbai, 3rd November 2011: When Sushil Kumar from Motihari, Bihar bought his Idea connection, the first thing that struck his attention was the tagline on the starter pack - An Idea can change your life! Little did he know then, that these words would spell a boon for him soon, as Idea would facilitate his journey to become India’s first ‘Panchkoti Mahamoney’ i.e. winner of Rs. 5 Crore prize money, on the most popular Game Show on Indian Television, Kaun Banega Crorepati, powered by Idea.
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The newly crowned Millionaire, Sushil Kumar, had made many attempts to get through to the KBC phone lines in the earlier seasons. However, his breakthrough moment came when Idea, the Telecom partner of KBC for last two seasons, announced a special window called ‘Idea Pass’ for 100 million Idea users across the country. This exclusive window for KBC registration gives an opportunity to Idea users to respond through both Voice and SMS platforms, over an extended period of time, as compared to general registration norms.
Sushil got the ‘Pass’, thanks to Idea, and was soon called for auditions. His Idea mobile connection further facilitated his journey to unprecedented success, as he became one of the two chosen Idea customers to take ‘Idea Seat’, which is the reserved seat for Idea users in the Top 10 seats for ‘Fastest Finger First’ contestants. Sushil Kumar was introduced as a modest computer operator and an Idea Customer from a small town of Motihari in Bihar, by star anchor Amitabh Bachchan, as he occupied the ‘Idea Seat’ on Monday night’s episode. What unfurled in the next two days’ episodes was a story never witnessed before on Indian Television.
Reminiscing the glorious moment, Sushil Kumar said, “For many years I tried to make it to the KBC phone lines but could never get through. This year, my Idea connection helped me access Idea Pass which is a special line for Idea customers. Thanks to Idea Pass, I got through to the line immediately and also got an assured seat in the Top 10. I thank Idea for making my journey smooth and giving me an opportunity to get on the Hot Seat.”
Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “Idea user, Sushil Kumar's staggering win on KBC has transformed him into a role model for millions of Indian youth yearning to better their lives. He certainly is one in a 100 million Idea users in the country who now truly believe that an Idea can change your life! Idea’s association with KBC is a major milestone in our brand building and customer engagement initiatives for the past 2 years, and it has enabled many more of our subscribers to win huge prize money in the earlier episodes as well.”
Telecom partner, Idea has struck an accord with KBC to ensure unique brand visibility during the show. ‘Idea’ signature tune is heard everytime the contestant on the Hot-Seat calls a friend through the lifeline – ‘Phone-a-friend’. Idea has also been seen promoting its ‘Ab India ho gaya hai Idea 3G pe Busy’ campaign during the show. Idea had earlier promoted its ‘Idea Pass’ initiative for KBC aspirants, through a special TVC.
Details on Idea Pass:
Important dates:
Idea Pass Phase-1 was open for 6 days: 8th June to 13th June 2011
Idea Pass Phase-2 was open for 3 days: 29th Aug to 31st Aug 2011
Registration lines for Idea subscribers (IVR):
Idea subscribers can call on 55456 01- 04 (for the respective answer option). For eg:
If your answer is Option A, call on 5545601
If your answer is Option B, call on 5545602
If your answer is Option C, call on 5545603
If your answer is Option D, call on 5545604
Registration lines for Idea subscribers (SMS):
Idea subscribers can SMS the respective answer on 554567 – as per the SMS format shown on TV
Pricing: All calls @ Rs.5 / min and all SMS @ Rs.5 / sms
About IDEA Cellular
IDEA Cellular is India’s 3rd largest national mobile operator, with over 100 million subscribers. With traffic in excess of a billion minutes a day, Idea ranks among the Top 10 country operators in the world. Using the latest in technology, Idea provides world-class service delivery through the most extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation. The group operates in 33 countries, and is anchored by more than 132,000 employees belonging to 42 nationalities
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