Idea Cellular's latest campaign to promote its 4G services takes on telecom providers providing free data services. The films have been conceptualised by Lowe Lintas.
One film shows two men in a car. As the man driving parks the car, the co-driver who is on his phone, points out to him that he's at a 'no-parking' zone. The driver informs him that it's not 'no-parking' and instead labels it 'free-parking'. As he does so, he notices the man on the phone download a HD movie at rapid speed. He calls the speed 'solid' and passes a comment about Idea 4G doing well in the city. The man shows him an article on his phone about the reach of the network in villages too. The man appreciates it but then brings up the point of it not being free, like his parking spot. The duo smile and get out of the car.
As the friend is boasting about using the same parking spot for three months, a towing van appears to tow the car out of the 'no-parking' zone. The other friend mocks his friend's desire for freebies and links it to Idea 4G's service. The voice over says 'free ki aadat mat dalo. No Free G, Idea 4G'. (Don't get into a habit of freebies).
Another film featuring two room mates follows a similar theme.
The films were published on YouTube on 26 January 2017 and are currently on-air.