How Can Businesses Reduce Manual Effort For Call-based Campaigns?

Every Durga Puja, Kolkata comes alive.

Neighborhoods compete, communities gather, and thousands of people passionately vote for their favorite pandals. For Berger Paints, this annual celebration isn’t just a campaign — it’s a long-standing cultural commitment through Berger Priyo Pujo, a platform that gives citizens a voice in celebrating local artistry.

But when participation runs into massive call volumes across an entire city, passion alone isn’t enough. The voting process needed structure, speed, and reliability — without losing the simplicity that made it accessible to everyone.

The Challenge: When Enthusiasm Overwhelms Operations

As voting opened, calls poured in from every corner of Kolkata. Citizens used phone calls, the website, and a mobile app to register and vote — creating operational complexity behind the scenes.

Berger Paints faced several challenges:

• Each vote had to be manually handled and recorded
  
  
• Extremely high call volumes were impossible to manage with human agents
  
  
• Multiple phone numbers for registration and voting confused callers
  
  
• Any delay or error risked impacting public trust in the campaign
  
  

The team needed a way to honor the scale of participation without compromising accuracy or experience.

The Solution: One Number. One Flow. Zero Manual Intervention

To simplify the process, Berger Paints implemented a virtual phone number supported by an IVR system.

Here’s how the experience changed:

• Callers dialed one single number for both registration and voting
  
  
• An IVR greeted each caller and guided them step by step
  
  
• Every pandal was assigned a unique short code
  
  
• Voters simply pressed a key to cast their vote
  
  
• No agents, no manual note-taking, no confusion
  
  

Behind the scenes, the system ensured every interaction was structured, recorded, and organized automatically.

The Impact: Seamless Voting at City Scale

The new setup transformed how the campaign operated:

• Call details, timestamps, and votes synced automatically into shared records
  
  
• Manual intervention was completely eliminated during peak call hours
  
  
• The voting experience remained simple and inclusive for callers
  
  
• The team gained full visibility into call activity without added effort
  
  

What once felt overwhelming became controlled, scalable, and reliable — even at city-wide participation levels.

What This Meant for Berger Paints

By automating the most demanding part of the campaign, Berger Paints could focus on what truly mattered: celebrating culture, community, and participation — not managing call chaos.

The system didn’t just solve a short-term operational problem; it created a foundation that could support future campaigns with confidence.

Customer Speaks

“Incorporating a comprehensive and cohesive technology has definitely eased our daily operations. We intend to make this into a long-term association and keep upgrading our backend processes.”
— Berger Paints

Closing Thought

When thousands of voices want to be heard at once, technology shouldn’t get in the way — it should quietly make everything work.

By combining IVR automation with a unified call flow, Berger Paints ensured that every vote counted, every caller felt included, and one of the city’s most loved traditions ran smoothly behind the scenes.

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