Idea has rolled out a campaign consisting of two films that showcases how its 4G speed can be used to correct the behaviour of citizens.
Conceptualised by BBDO India, one film shows an office employee playing games on a PC. There's a long queue of people waiting to interact with him, but he tells them to meet him after his lunch break. That's when one of the people in the queue takes out his phone and streams his lunch break live to the nation.
In the second TVC, two women are seen littering a beach. A girl decides to get them to correct this by posting a live video of them to shame them.
Sashi Shankar, CMO, Vodafone Idea, said, “The way we behave is often dictated by who is watching us. The fear of ‘log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. We are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”