Idea Cellular’s latest brand campaign ‘A video can change your life’ focuses on the transformative role of Idea 4G via the medium of videos. With its latest campaign conceptualised by BBDO India, in true Idea style – ‘A video can change your life’ - aims at elevating the role of Idea 4G beyond the category conversation around speed, coverage, content and apps to reflect its transformative role in people’s lives and society.
The new ad campaign went on-air on digital and television on New Year eve, with the shows Star Screen Awards and Ted Talks India Nayi Soch.
Commenting on how the insight was generated, Josy Paul, Chief Creative Officer and Chairman, BBDO India, said, "We were having a Group Creative Therapy session on the power of videos in the mobile new world and almost everybody had a story of a video that affected them and made them change something in their lives. It was a chain reaction! We realised that it’s not just our story but everybody’s story. That’s how was born the thought for Idea 4G 'A video can change your life, an Idea can change your life.' The Idea brand has always been about 'transformation with purpose', and our new campaign builds on that positive equity even as it sets a progressive new agenda for the future led by the power of videos.”
Having established a pan-India wireless broadband network and on the back of rapid 4G proliferation, Idea has been building 4G credentials and brand stature through its advertising campaigns. In the last 18 months, it has focused on promoting Idea 4G starting with ‘The Biggest Small Change’ campaign, followed by the ‘Naya India Banayenge’ campaign that democratized 4G for people from all walks of life. The “#LookLook” campaign showcased the coverage of Idea’s 4G network. The #NoAjnabee campaign focussed on Idea’s Digital apps portfolio - Idea Games, Idea Movies and TV and Idea Music furthering the 4G proposition.
Speaking on the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “Videos are a universal language that transcend literacy, and hence hold immense power to transform. The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos do not just entertain us, they influence us, stir emotions, inspire, move and lead us to positive actions. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better.”
With 4G enabling better internet experience, Indians are now spending more than 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by video. The average time spent watching videos in India has doubled in the last couple of years. With affordable 4G pricing, approximately 65 per cent of the audience is now watching videos with mobile internet and nearly 8.5 hours of video content every month.
The TVC captures the chain of change that is triggered through videos and the cascading effect that they have in transforming people’s lives. The new Idea ad shows how a video of kids waiting to be adopted makes a young professional pause and think and then decide to educate many such kids in his office, post working hours. A homemaker sees a video of an evening school and is infuriated on learning that unsafe streets are not allowing girls to benefit from education. Uploading a video teaching self-defence, the woman’s action thus inspires the next person in the chain.
“While bringing this idea to life, we knew the power of a video had to be felt through the emotion it evokes and the action it inspires. And our campaign needed to reflect that,” added Shankar.
The TVC has been directed by ace filmmaker Shimit Amin, who has directed the critically acclaimed blockbusters Chak De! India, Rocket Singh – Salesman of the Year, and Ab Tak Chappan. It has been developed by BBDO India.
The campaign is on-air across 100+ TV channels and will also be seen during the India-South Africa matches as Idea is a co-sponsor for the series. The TVC has already garnered 2.3 million views on YouTube and will be amplified on digital and via other integrations.
Creative agency: BBDO India
Creative team: Chief Creative Officer and Chairman Josy Paul & CEO Ajai Jhala
Executive Creative Director- Hemant Shringy
Sr. Creative Director- Priyanka Patyal
Copywriter- Pooja Daga
Director: Shimit Amin