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Idea revives iconic ‘What an Idea’ campaign with ‘Not Working? Try NETworking’

The new campaign has been developed by BBDO

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MUMBAI: Idea has revived its iconic ‘What an Idea’ campaign with its new ‘Not working? Try NETworking’ spot. Keeping the intrinsic purpose of the brand to address social issues and work as an enabler for change, the new campaign, developed by BBDO India, aims to address the issues of unemployment and underemployment. It showcases the myriad opportunities that the internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India. Directed by Sandeep Yadav, the campaign will be promoted through TV, Radio and Digital media.

Explaining the rationale behind the new Brand campaign with one of Idea’s most loved taglines, Vodafone Idea chief digital transformation and brand officer Kavita Nair said, “Idea was the first telecom brand in India to take a step beyond the transactional plane to showcase how mobile telephony can transform people’s lives in a positive manner. Each Idea campaign, over the years, has focused on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike.”

Nair added, “The new brand campaign ‘NOT working? Try NETworking’ has been conceptualised with the objective of tapping the immense love and affinity the brand enjoys - by telling short, hope infusing stories. Through the narrative, we highlight the reliability of high speed Internet on Idea 4G which can help spark a million innovative ideas and a million opportunities to create a better future for urban and rural Indians, signing off with the iconic ‘What an idea!’” 

For more than a decade, Idea brand campaigns have taken up issues that have affected society and/or individuals and given them a creative spin by highlighting innovative ideas that demonstrated how mobile telephony offers solutions to these problems. Each brand campaign has played an integral role in building the brand’s persona and salience. The latest NETworking series of three TVCs carry the brand’s signature tune and creative treatment and went live today. 

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