Whatever I do...
In the mail last week, heralding the start of the Indian festival season, was a special memento from my new telecom service provider — a personalised table calendar, writes Punam K Sidhu.india Updated: Oct 17, 2007 22:12 IST
When my telecom service provider was acquired in the year of mega mergers and acquisitions, I was more than just a bit apprehensive. Its USP thus far had been attractive airtime pricing and an adorable pooch as its mascot. Everywhere his master went, the pug followed. Its stubby little legs tripping over obstacles to keep up. The tagline was the advertising legend, 'Wherever you go, our network follows'. Post-acquisition, I mourned, as indeed did others of my ilk. The new entity took over and subsumed the older one. We wondered with some trepidation whether the pug and the network would still follow?
Like all big capitalist conglomerates, the new service provider displayed a quixotic fascination for the colour red. Red dominated the blitzkrieg of its campaign, launched with admirable speed and alacrity. The pug was incarcerated in a red kennel displaying the new logo, from where he mournfully surveyed loyalists like me.
However, in the mail last week, heralding the start of the Indian festival season, was a special memento from my new telecom service provider — a personalised table calendar. It addressed me by my name and carried my name on every single leaf and urged me to make the most of 'now'. October 2007 had Gandhi's charkha exhorting me to spread the message of peace, November encouraged me to have a blast, while December wished me a Merry Christmas. February reminded me to tell someone 'he' was special. May suggested I go on holiday, while August commemorated Independence and September felicitated teachers. Every calendar leaf spoke to me and addressed me by name.
My name was the stem in the spring flowers, the ice in the champagne glasses, the berry in the mistletoe, inscribed on the Valentine ring and every festive package bore my name in the boldest red. As I succumbed to being pampered with a quality of customer service hitherto not experienced, I reached a 'Eureka' moment. I experienced how it feels to be a 'delighted' customer, and not just a satisfied subscriber. The little pug receded into the background. I do love dogs, but perhaps I love myself more!