| MUMBAI:
Sometimes the web can take over where TV lets off - and then go way past expectations. One
example is the online platform created by Idea Cellular to support its theme campaign
"What an Idea, Sirji" starring Abhishek Bachchan. The commercials may
have had a short run on TV. But the campaign online, conceptualised by Idea Cellular's
media and digital agencies - Lintas Media Group and Pinstorm - has found legs
and has quickly become now among the biggest online movements in India. MyIdea.co.in
was created as a platform to allow the public to present its ideas to change India
and then to garner support and votes for their ideas. Within 3 weeks, the usage
of the site has sky-rocketed, with over 1,300 ideas submitted by the public, over
2,75,000 views of these ideas - and over 1,00,000 votes on these ideas by the
public. Some
of the ideas and the voting pattern so far include: Criminals shouldn't stand
for elections, with over 11,000 voting for and 3,000 voting against; Save the
girl child by paying the parents a stipend with about 4,000 votes for and about
100 votes against and even Instead of paying IPL players crores, Ambani &
Mallya should save their employees' jobs with over 3,000 votes for and about 500
against. Speaking
about the platform, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular
said, "The platform behind MyIdea - that of collective decision-making is
a sound one and we are really pleased with how the online platform has taken off,
giving Indians a choice in suggesting ideas for a better tomorrow, and in gathering
support for their ideas." Lynn
de Souza, Chairman Lintas Media Group added "MyIdea.co.in is proof that digital
has come of age as a medium in India. Getting a lakh of public votes within 3
weeks was originally a process you once needed to spend a huge amount of money
on-ground. Today, online has now become a great medium for brand activation in
India." Ansoo
Gupta, Head, Global Business, Pinstorm said "We're really happy how it all
came together - the site, the technology behind it, the dozens of ads we've done
to promote it - and the viral effect that is now spreading across India. The MyIdea
site has now got a life of its own and we expect bigger things from it in the
weeks ahead. | 