The Hindu Business Line : Karnataka Postal Dept takes a cue from `Baba'

THE Karnataka Circle of the Department of Posts has taken a cue from Tamil film star Rajnikanth's Baba, to project its new product "Meghdoot Post Card' as a cheaper but effective means of advertising for corporates.

The innovative post card carrying the star's photograph on its back flap was a hit with an estimated two million cards being sold out immediately after its printing. The launch of the card last month coincided with the release of the much-publicised movie. The post card had been largely distributed in the southern region.

The card carries a face value of 25 paise. The rate of advertisement of Rs 2 per card has helped the postal department offset its cost of production, which is highly subsidised by the Government.

"This improved card offers communication options to corporates or just any one who would like to send their messages through the card", said Dr K.B.H. Nayar, Chief Postmaster-General, Karnataka Circle, adding "we are trying to take off from the success of the Baba advertisement to approach consumer product companies for their endeavour in rural marketing."

Addressing a press meet here today, Mr Nayar said the tried and tested post card coupled with the experience and large network of post offices make the Meghdoot Post Card " a truly innovative tool for communication for individuals and corporates".

Western Union, the US giant, found the reach and cost effectiveness of money transfer through the Postal Department, which in turn has become a lucrative stream of revenue for the department. As many as 280 post offices in Karnataka provide this service, earning Rs 700 per transaction.

Mr Nayar said that in the first five months of this fiscal, the Karnataka Circle had earned Rs 15 lakh by helping Western Union transfer Rs 5.86 crore.

By adopting innovative services that suit modern business and individual needs, the department hopes to reduce the subsidy burden on the Government by finding newer revenue streams from the same network infrastructure and services like the mail stationary, post office bank and the business post. Standard Chartered Bank alone has been using the service quite extensively, having provided a revenue of Rs 8.07 crore in the first five months from April to August this year.

Among other things, the department was intensifying its efforts to modernise its service and facilities and adapt itself to the changing market environment and increased competition by providing technology-driven communication, Dr Nayar said.

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