beyondbrics

In modern, consumption-obsessed Vietnam, it is hard to find young people who profess much enthusiasm for Communism.

But the select few who opt to follow the ways of Ho Chi Minh and Vladimir Ilyich Lenin rather than Harry Potter and Justin Bieber have much to gain from moral guidance to career advancement within the civil service and, now, cheaper mobile phone calls.

In a special promotion that neatly illustrates Vietnam’s peculiar mix of Marxism-Leninism and capitalism, Vinaphone, one of the three main state-owned mobile phone network operators, is offering big discounts to young Communists.

Vinaphone sent out a marketing text message last week that offered 60 minutes of free calls a month (worth 70,500 Vietnam dong or $3.42) to cadres of the Ho Chi Minh Communist Youth organisation, an official group that is named after the revolutionary leader who brought Marxism and independence to Vietnam.

The promotion doesn’t end there. Vinaphone is also offering 50 per cent off the cost of downloading external ringtones so young Communists can demonstrate their fervour by ensuing that incoming callers hear popular patriotic songs such as Nhu Co Bac Ho Trong Ngay Vui Dai Thang while they wait.

And, to encourage the Communist activists to deepen their intra-cell activity, they will get 50 per cent off all calls to other cadres registered under the scheme.

There are no strings attached. However, registration is no easy feat.

Cadres, who must be prepaid mobile customers under 42 years of age, will have to go to their nearest Vinaphone office with their ID card, a certificate from their employer, university or local government confirming that they are a member of the Ho Chi Minh Communist Youth organisation and an introductory letter from their employer.

Many a good initiative has floundered due to red tape in Vietnam, a nation where even the simplest administrative procedures can require multipe copies of documents, notarised and stamped with the appropriate chop.

But, at least in this case, the target market will already be well versed in the ways of bureaucracy, having risen through the ranks of the Communist Party’s key youth organisation.

Related Reading:
Vietnam rulers reach out to business people, FT
Vietnam: Marx to market, beyondbrics