ove over billboards and advertorials. The Delhi government has come up with a unique way of familiarising each household with its achievements.
Soon, Delhiites will receive newsletters from the government through their electricity bills.
In a move that is bound to invite criticism from political rivals, the Aam Aadmi Party government has decided to reach out to every household in the Capital by sending an eight-page newsletter along with the bill on a monthly basis.
A senior government official explained: “People look at a billboard only for seconds, and ads in newspapers are often skipped. Advertorials we have been issuing in newspapers are still doing better. But, in the end it lasts just for a day until another paper comes the next morning. We needed something out of the box.”
It was Deputy Chief Minister Manish Sisodia who took up the idea and convened a meeting with power distribution companies on April 29. “Electricity bill is one thing that 90 per cent people are still paying via the traditional paper-based means. Every household has a power connection, so 50 lakh households or the whole of Delhi gets covered that way. Plus, it is delivered to the consumers by an official, which adds a human touch. And finally, people do not discard their electricity bills easily. Hence, it was decided that an eight-page newsletter will be attached along with power bills,” the official said.
It is learnt that the power distribution companies had initially objected to this. “Concerns were raised about who would pay the cost of paper and printing even if they took care of the distribution. They agreed to pay for the paper and printing, and asked the discoms to prepare estimates,” said an official of the Tata Power Delhi Distribution Limited (TPDDL).
Another major concern raised by the power utilities was that of distribution. “Each bill distributor carries and distributes a certain number of bills each day. After stapling the multi-page (4 extra sheets) newsletter, the weight of the bill will substantially increase and consequently, the bill distributor will be able to carry and distribute that many less bills in a day. This may lead to bills reaching late to people and, therefore, late payment,” said another discom. While TPDDL issues a single-page bill, BSES consumers receive a double page bill.
Besides, being a regulated business, discoms may also need to seek approval from the Delhi Electricity Regulatory Commission (DERC) before undertaking such an activity, the official added. However, the discoms have largely accepted the proposal that is in its final stage.
People look at a billboard
only for seconds, and ads
in newspapers are often skipped..we needed something out of the box
