Says KJ Chacko, general manager, marketing, MTNL: ``The campaign is targetedat corporates, IT houses and education institutions. We already have over3,000 subscribers for this service. In November, we will be launching atelevision campaign to increase the awareness for this special service.''

According to Chacko, the objective of the campaign is also to revamp theimage of the company as ``a savvy, high-tech telecom major'' in the country.In addition to its mass media advertising, MTNL has sent direct mailers tomillions of customers in Mumbai and Delhi. ``As part of our promotions, wewill be making many presentations at various IT exhibitions across thecountry,'' adds Chacko. Created by Canco Advertising, the print campaignincludes three press advertisements.

``Get connected to the Net faster than you can say I-S-D-N,'' spells theheadline of one of the press ads. Says a spokesman from Canco: ``In ourcampaign, we have highlighted the major benefits of the service: you can nowtransmit voice, data and images over an ordinary telephone wire.''

In the first phase, the agency plans to release the ads in all the leadingnewspapers across the country. ``We will target business and IT magazines inour second phase. With our campaign, we have positioned MTNL as a modern anddynamic telecom company in India,'' adds the spokesperson. For the firsttime, since its inception in 1986, MTNL is facing competition in the Indiantelecom market-and fighting back.