crosses 1,00,000 votes in less than a month crosses 1,00,000 votes in less than a month

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. 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 " 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.

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