Idea has rolled a TVC to communicate the advantages of 4G. The film has been conceptualised by Lowe Lintas.
The film opens with a young male protagonist, labelled 'gadget guru', explaining the advantages of 4G to a young woman. Another young man overhears that and asks what the big deal about 4G is. The protagonist walks through a party where he sees a group of friends watching a video. They switch over to HD, something 4G allows them to. He points out that it's a small change, but a 'big deal' to them. Other instances include a girl picking an outfit for a wedding reception, with the help of a friend on video chat – again thanks to 4G. A group of youngsters waiting to get into a stadium are up next, catching the game on their 4G-powered phone. The final instance shows the protagonist board a flight. He remembers to download a movie. It's done before the air hostess asks him to switch off his phone for take off, allowing him to watch it in-flight. The film ends with him saying 'Jo online jeete hai, unke liye Idea 4G, the biggest small change is here. Ek chota change jo badal de unki duniya' (For those who live online, Idea 4G is the biggest small change. A small change that can change their life.)
Sashi Shankar, chief marketing officer, Idea Cellular, said, “Since we are talking to a digitally savvy audience, the Idea 4G launch campaign will see the brand in a new avatar – a younger, more energetic, hi-tech look and feel. For the first time ever, we have worked with international directors who are known for their work in the area of technology and computer graphics. In terms of treatment, the film has a fast pace, dynamic, international feel and a vibe and energy that the digital natives can identify with.”