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Idea Cellular shows how it can transform lives

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MUMBAI: Idea cellular has rolled out its new campaign ‘A video can change your life’, which focuses on the transformative role of Idea 4G via the medium of videos.

The campaign aims at elevating the role of Idea 4G beyond the category conversation around speed, coverage, content and apps.

Idea Cellular chief marketing officer Sashi Shankar says, “Videos are a universal language that transcends literacy, and hence hold immense power to transform. The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos do not just entertain us, they influence us, stir emotions, inspire, move and lead us to positive actions. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better.”

The TVC captures the chain of change that is triggered through videos and the cascading effect that they have in transforming people’s lives. It shows how a video of kids waiting to be adopted makes a young professional pause and think and then decide to educate many such kids in his office, post working hours. A homemaker sees a video of an evening school and is infuriated on learning that unsafe streets are not allowing girls to benefit from education. Uploading a video teaching self-defence, the woman’s action thus inspires the next person in the chain.

Having established a pan-India wireless broadband network and on the back of rapid 4G proliferation, Idea has been building 4G credentials and brand stature through its advertising campaigns.

With 4G enabling better internet experience, Indians are now spending more than 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by video. The average time spent watching videos in India has doubled in the last couple of years. With affordable 4G pricing, approx 65 per cent of the audience is now watching videos with mobile internet and nearly 8.5 hours of video content every month.

“While bringing this idea to life, we knew the power of a video had to be felt through the emotion it evokes and the action it inspires. And our campaign needed to reflect that,” adds Shankar.

The TVC has been directed by filmmaker Shimit Amin and developed by BBDO India.

The new ad campaign went on-air on digital and television on New Year's Eve, with the marquee shows Star Screen Awards and Ted Talks India Nayi Soch. It is on-air across 100+ TV channels and will also be seen during the India-South Africa matches as Idea is a co-sponsor for the series. The TVC has already garnered 2.3 million views on YouTube and will be amplified on digital and via other integrations.

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