Idea has launched an initiative to get its unconnected prepaid customers educated on using the internet, themed Internet 4 All. An ad film announcing the launch and leading people to i4all.ideacellular.com has been conceptualised by Lowe Lintas.
The film features two office-goers: one is a middle aged man and the other a younger, net-savvy male. The duo bump into each other at the bus stop often. The youngster is always on his phone, watching something or on a video call. The bored older man tries peeping into the phone all the time, often to his own embarrassment. One day the young man is alone at the bus stop. The older man in a rickshaw offers him a lift as the bus has left. The youngster hesitantly gets in and offers him his earphone too. Just then the older of the two gets a call from his elder brother. He informs the caller that his company is turning digital, and since he doesn't know how to handle the internet, he's been offered retirement. The younger man gets off the rickshaw and asks the other for his number. He meets the older man in a bus next, and asks if he wants to watch a movie. Getting a predictable yes in response, he says they will watch it on the older man's phone. Internet 4 All is revealed where the youngster has entered the older man's number. Before the movie, he'll have to learn how to use the internet, he tells the older man.