Campaign India Team
Jul 16, 2013

One last text: Birla Sun Life, Orra, bid adieu to the telegram

As telegram services ended on 15 July 2013, here's how a couple of brands leveraged the 'medium'

One last text: Birla Sun Life, Orra, bid adieu to the telegram

Jewellery brand Orra and Birla Sun Life Insurance issued an obituary to the telegram, which breathed its last this July.

Some of those who received telegrams on 15 July were in for a surprise, as the brands used contextual copy to reiterate their message.

Orra Jewellery started its campaign by sending out a telegram to its clients, customers and the media. The telegram read, 'Telegrams soon to be part of a bygone era thankfully somethings go on forever Orrapure brilliance impossible to hide'. 

Vijay Jain, CEO, Orra, commented, “Telegrams played a pivotal role in our lives, and it's a nostalgic feeling that the last telegram will be sent on 15th July, but I also feel elated that Orra, whose inception happened at almost the same time, will continue to be a part of endless eras. We have sent out a telegram to customers, well wishers thanking them for adding sparkle to this wondeful journey called Orra."

The campaign was executed by Orra's digital agency, Cornerstone Digital. 

DDB Mudra conceptualised 'The Last Telegram' for Birla Sun Life Insurance. The insurance player sent more than 5,000 telegrams to Birla Sun Life Insurance prospects. It read, 'The Telegram retires today. With no plans for the future.  Do you have a plan for your future? Retirement Solutions from Birla Sun Life Insurance'.


On the initiative and the team behind it, Pratap Bose, chief operating officer, DDB Mudra Group, said, "Each of the 5,000 forms had to be individually filled in. Nitin Rastogi showed tremendous presence of mind and sent the last telegram from Mumbai to Ajay Kakar, our client. Thus getting Ajay and himself into the record books. I thought it was a good idea."

Campaign India