on't write off snail mail yet. India Post is going all out to try hard and catch the attention of techno-geek children and lure them to traditional letter writing. Last month, India Post ran a series of print campaigns called Mera Dost India Post. What prompted this sudden splurge?

"The purpose of the campaign was to generate interest amongst children about India Post," says a spokesperson for the Department of Posts (DoP) adding, "India Post happens to be the world's largest postal network, but most of the children today have a faint idea about it and just know that a man called postman comes in once in a while." With the advent of email and courier services, the traditional postal service had taken a beating from which it is trying to recover. Mail traffic, for instance - both registered and unregistered mail - declined by 5.1 per cent in 2003-04 to 8,635.2 million. ... more