Telecom service provider Idea has launched a new campaign under ‘What an idea’ theme to address issues of unemployment and underemployment. Titled ‘Not working? Try NetWorking!’, the campaign showcases the myriad opportunities that internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds across India.
Key to creating this campaign are real life insights on unemployment and underemployment among educated, qualified youth. There co-exists in parallel a huge demand-supply gap for skilled workforce with several graduates not able to find commensurate jobs.
The ‘Not working? Try NetWorking!’ campaign portrays the internet as a fabulous medium to network and connect with people who understand, complement and inspire, throwing up a world of opportunities to recognise one’s own potential and give wings to dreams of individuals looking for employment and entrepreneurship.
Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea Limited, 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 that are relevant and appeal to urban and rural audiences alike.”
“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!’” adds Kavita Nair.
The latest NetWorking series of three TVCs carry the brand’s signature tune and creative treatment. The TVCs have been conceptualised keeping in mind the perspectives of different target audiences — a youngster struggling for employment, a small-town businessman facing lean business time thanks to the growing trend of online shopping, and a middle-aged woman trying to supplement her income by selling homemade papads and pickles.
Developed by BBDO India, directed by Sandeep Yadav, the campaign will be promoted through TV, radio and digital media.
Creative agency: BBDO India
Production House: Colonial Films
Director of the film: Sandeep Yadav