Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Questions such as “Who’s watching” or “Kaun Dekh Raha Hai?” come to their mind and they correct themselves. Bringing these twin consumer insights to light, brand Idea has launched a campaign ‘Idea 4G – India ka Live Network’.
This new campaign highlights the power of streaming HD quality live videos over Idea’s network and driving a positive change in the behaviour of people.
Sashi Shankar, Chief Marketing Officer, Vodafone Idea Ltd., said, “The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent among all. With live video streaming fast gaining popularity, especially among the youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G — India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive about a change by creating positive outcomes from every negative situation in and around them.”
Two specially created TVCs convey this direct message in an interesting and succinct manner via real-life situations that are common and hence easy for all to identify and relate with.
The first TVC is set in an office where an employee is more interested in playing a game on his desk rather than attending to the long queue of customers waiting for his attention. On being told that the entire country was watching his four-hour lunch break via Idea’s live video streaming in HD, he immediately corrects his behaviour and does what he is supposed to do — speedily service customers.
In the second TVC, two people are seen littering a public beach in an unabashed manner. A concerned citizen live streams this brazen irresponsible behaviour using Idea’s live streaming facility in HD and they immediately change their behaviour to collect and bin their trash.
The tagline of this brand Idea campaign ‘Ab HD ka maza, bin buffering ki saza’ reiterates the speed, quality, convenience and availability of Idea’s 4G network both indoors and outdoors.
This brand Idea campaign will be promoted on TV, radio, OOH and digital with high-decibel visibility across 95+ TV channels and all prominent digital content OTT platforms.
The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.
Creative Agency: BBDO India
Title: Idea 4G- India ka Live Network
Production House: Soda Films
Director of the film: Sukriti Tyagi