Idea has rolled out a brand campaign for its 4G service that has been conceptualised by BBDO India. This is Idea's first campaign, after it parted ways with Lowe Lintas last month.
Two films have been released for its 'Movies' and 'Games' feature. The campaign will also consist of films for its 'Music' and 'Live TV'.
Idea’s thought ‘No Ajnabee with Idea 4G’ demonstrates how the protagonist looks to connect with strangers around him using his phone as the ice-breaker.
Sunita Bangard, president - marketing, Idea Cellular, said, “Idea 4G is not just a network, but a community of common interest and passion points that enable us to find common ground and make new connections. We believe that Idea’s suite of digital apps can be the ultimate ice-breaker that enables people to find common ground and make new connections, even in the offline world. With this thought, we have developed the tagline – ‘No Ajnabee with Idea 4G’ - targeting the ‘digitally wired’, always connected, on-the-move, urban youth who live online and have an app for all their needs.”
Along with the films, the campaign also has radio, OOH and digital legs.