By A Correspondent
Living by its philosophy that ‘An Idea can change your lifeâ€, Idea is now suggesting that democratising 4G is the way to build a truly digital India. Its new 4G ad campaign that goes live on television, establishes the fact the mobile internet is not just an urban phenomenon, it is a driver of change for rural India too.
The campaign – crafted by the MullenLowe Lintas group – underlines an overarching message which says, “Idea 4G se Gaon Gaon Sheher ban jayenge, Toh apne bhi laut ayenge. Naya India Banaengeâ€, suggesting the idea of ‘Reverse Migration’ made possible with Idea 4G.
The new ad is set in a village which is plagued with low economic development. A girl who has come back to her home in the village on vacation, sees that majority of the young population has left the village to earn a living and decides to bring back its people. She sets up a small business in the village and promotes it digitally, using Idea 4G that generates employment in turn. Her father returns to the village to take part in the business and that is how the TVC establishes the importance of democratizing 4G to empower lives and drive Reverse Migration.
Talking about the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Mobile internet as a category can be seen in various ways. While some decide to focus on the functional aspect of the 4G technology, we at Idea think that 4G has a transformational attribute. It is advanced, it is progressive, it is the window to the world of opportunities and it is affordable too. In the past several years, Idea has worked on apprising Indians about the importance of adopting mobile internet and with 4G there is so much more that can be done.
With the new TVC, we are bringing people back home. We are promoting 4G as the driver of change that can create opportunities across India. We believe that Idea 4G can bridge the gap between urban and rural India.â€