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V. Sajeev Kumar

Kochi , Oct. 9

Akshaya, the IT dissemination project of the Kerala Government aimed at making the State an IT-enabled society, is getting encouraging response from the masses after superstar Mammootty has been roped in as its goodwill ambassador.

Given this trend, it is projected that Kerala would become the first fully computer literate State in the country by 2007-end.

The brand promotion has become the marketing point of view for the entire project, Mr T.K. Manzoor, Director, Akskaya, told Business Line.

As a pilot project, Akshaya was popular only in Malappuram district and it was not familiar outside the northern district. Even those aware thought it was a computer literacy movement and the vision of Akshaya was not properly understood.

However, with the arrival of Mammootty on the campaign front from August 10, the concept is catching the attention of the common man, Mr Manzoor said. "The brand Akshaya is now solidly established in Kerala", he said. The Akshaya centres, which were striving to get trainees, are now finding it difficult to enrol all the aspirants. Thousands are registering their names everyday," he said.

Hoardings

According to Mr Manzoor, there were also plans to erect large number of hoardings using Mammootty to attract people to further popularising the concept. Radio advertisements using his voice will be used once the TV advertisements are over. Sobhagya Advertising Service was empanelled as the PR agency for the project to popularise the concept.

The Government, he said, has now decided to extent the project to Thiruvananthapuram, Alappuzha, Kottayam, Idukki, Palakkad and Wayanad. The preliminary work for the roll out has already started by organising awareness programme among local body members in each district.

More Stories on : E-Governance | Education | Kerala

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