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To work in veshtis!
SARTORIAL STATEMENT Reliance Infocomm employees in traditional attire
Last weekend, employees at Reliance Infocomm and its subsidiary organisations, could not help laughing at one another when they reported to work. When the field staff called on their clients, laughter followed them.
Reason? The men were not wearing their trousers. They had discarded them in favour of pattu veshtis to celebrate Tamil New Year's Day and the successful completion of a big project — bringing 600 towns and 10,000 villages in Tamil Nadu under the Reliance cover.
This dress code was part of a campaign that projects Reliance as next only to culture in Tamil Nadu. The ad line goes — "Reliance Coverage: only culture covers TN better!"
V. G. Somashankar, Tamil Nadu Circle CEO of Reliance Infocomm, says, "The new Reliance advertisement, on air from Tamil New Year's day, highlights this idea.
It shows elements and sentiments central to Tamil culture — such as kolam, malligaipoo and karagattam.
Till the end of April, all new Reliance subscribers will be given a free audio CD of popular Tamil film songs representative of various places in Tamil Nadu — Madurai veeran thane ("Dhool"), Tirunelveli halwa da ("Saami") and Chennai senn Tamizh ("M. Kumaran s/o Mahalakshmi") are on the list.
PRINCE FREDERICK
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