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Tag: Sashi Shankar

  • The campaign highlights the power of streaming HD quality live

    Idea encourages good behaviour with its new ad campaign

    By A Correspondent

     

    Idea has launched its new ad campaign ‘Idea 4G – India ka live network’.

     

    Speaking about the campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea said: The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”

     

    The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.

     

     

  • The #StrongerEveryHour campaign is based on the insight that customers think of the service provider especially when they have a poor network experience

    Vodafone campaign showcases improved network at crowded places

    By A Correspondent

     

    Vodafone Idea has launched its new campaign titled #StrongerEveryHour. This campaign aims to highlight the network of Vodafone SuperNet 4G, especially in crowded zones, where a tower is being added every hour.

     

    Commenting on the new campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited, said: “We are making significant investments in improving the network as the data uptake in India creates some global benchmarks. Vodafone SuperNet 4G – The Data Strong Network will be strengthened as towers get added every hour, especially at crowded places. For any telecom service provider network engineers are the backbone for providing uninterrupted connectivity. Through this campaign, we are saluting these heroes for helping us deliver superior customer experience. Driven by digital, the #StrongerEveryHour campaign finely captures the essence of providing a seamless network experience across other mediums like TV, OOH, print and radio.”

     

    Added Kiran Antony, Executive Creative Director, Ogilvy & Mather: “When a network works perfectly fine, no one ever remembers the people who work behind the scenes to make it run seamlessly. This insight is what helped us humanize the network improvement efforts of Vodafone, while staying focused on delivering the message – seamless network experience even in crowded places because we are adding a tower every hour. The campaign revolves around conversations between two network engineers while they are busy adding new towers.”

     

     

  • 'MeriReallife' is more than just a campaign; it is an idea, a contrarian way of thinking, says Idea

    Idea propagates responsible use of social media via latest campaign

    By A Correspondent

     

    Addressing the growing phenomenon of the need for validation on social media, Idea has launched a campaign titled #MeriRealLife, encouraging people to drop the pressure of chasing and sharing perfection on social media, and instead, share real, unfiltered stories using Idea 4G.

     

    Elaborating on the campaign thought, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited said: “People are constantly, looking for validation on social media for their behaviour – be it what they are eating or wearing or places they are visiting. The growing phenomenon of  ‘living to share on social media’, and not the other way around, is driving people towards a dual life – a ‘social life’ and their ‘real life’.”

     

     

  • The product will be promoted through a high-decibel advertising campaign

    Idea’s ‘Nirvana’ offering has a solution for all its Postpaid customers

    By A Correspondent

     

    Idea Cellular has unveiled a new campaign for its new Nirvana range of Postpaid plans.

     

    Speaking on the campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said: “Brand Idea understands consumers’ needs and helps them positively transform their lives through its services. This campaign aims to capture how Idea’s Nirvana Postpaid Plans help transform moments of stress for the consumer into moments of carefree happiness. When a consumer chooses Nirvana plans, everything they need from their mobile service provider is taken care of, and so they can continue to focus on the bigger things that truly matter to them.”

     

    Developed by BBDO India, the TVC will be amplified through an integrated 360-degree campaign, spanning across television, radio, OOH, digital.

     

     

  • Idea logo to feature on the back of the team jersey

    Idea Cellular extends partnership with Kings XI Punjab for the second year

     

     

    Entering the ninth year of continued brand engagement during IPL, Idea Cellular has partnered with Kings XI Punjab. The company kickstarted the second year of the team sponsorship with the Kings XI Punjab team at its home ground in Indore. VirenderSehwag, EionMorgon and Martin Guptill along with Sashi Shankar, Chief Marketing Officer, Idea Cellular unveiled the official jersey of the team.Idea Cellular is associated as the Principal sponsor with Kings XI Punjab for this season.

     

    Speaking about the association, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Brand Idea has always been committed towards promoting sports and sporting events in the country. Continuing with this legacy, this year too, brand Idea is happy to be associated with the promising Punjab Kings XI team. Our association with the Team will result in Idea customers get a host of benefits, and opportunities to engage with their cricketing heroes. Over 3 Crore Idea subscribers in Punjab and MP will directly benefit from this association and the nearly 20 Crore subscribers nationally will get to be part of the T-20 action.”

  • Launches new brand campaign propagating ‘Reverse Migration’ with the power of 4G

    Idea democratises 4G to make a digitally enabled new India

    By A Correspondent

     

    Living by its philosophy that ‘An Idea can change your life”, 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 Banaenge”, 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.”

     

  • National 4G campaign goes live; tells 'What's big deal about 4G'

    Idea takes #TheBiggestSmallChange route for its 4G launch

    By A Correspondent

     

    Brand Idea is geared up to communicate the experience on 4G LTE and how it can bring about ‘The Biggest Small Change’ in the life of people who live online, through its new campaign. With this campaign, Idea is reaching out to the people who relate with their smartphones like a TV screen where they watch movies in High Definition (HD), use video calling to share special moments with friends, live stream cricket matches or just simply indulge into gaming with online community and they need all that at faster speed and with even superior internet experience.

     

    The new TVC, which was released on TV and Digital on 3rd June, brings alive an array of benefits through situations where consumers can be seen truly living the 4G experience as it goes on to answer the question that’s on everyone`s mind: `What’s the big deal about 4G?`. The TVC captures the essence and the spirit of today’s youth which lives in the moment and wants to share and capture each and every aspect of their lives.

     

    Talking about the new campaign, 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.”

     

    Idea’s 4G LTE services are presently available across 10 telecom circles, thus this national campaign will be further amplified to deliver one constant messaging on positioning the ‘experience’ that a consumer gets on the Idea network across the country.

     

  • Shares 2450 GB of data with Room to Read and SARD on the conclusion of its Easy Share Campaign

    Idea extends Easy Share to support child education

    By A Correspondent

     

    With its Easy Share campaign, Idea Cellular created a platform to enable mobile internet users to share data for the benefit of children. On the completion of this campaign, Idea handed over 2450 GB worth of mobile internet to the NGOs – ‘Room to Read’ and ‘Society for All Round Development’ (SARD) – pledged by mobile users for the cause of supporting child education.

     

    Kick-started in November last year, through its Easy Share campaign, Idea propagated the thought of transforming lives with the power of internet and urged mobile users in the country to ‘share internet’ with those in need. Amplifying the core essence of the campaign- ‘You Share, You Care’, Idea acted as an enabler and devised social and digital properties where people could actually become a part of the movement and come together to support the cause to ‘share internet’.

     

    To create awareness and gain the support in maximum numbers, Idea introduced various properties on digital – like a shareable website and on radio – ‘India sharing Season’ – to catalyze this movement that could make a difference in the lives of several children. Supported by aggressive on-ground activations, word-of-mouth through social and television ads, the movement expanded and channelized with it over 5 crore people who pledged their mobile internet data.

     

    By the end of a month long activity, a total of 2450 GB of mobile data was pledged through these channels. People made 2.5lakh+ calls on air to show the support and drove social media conversations with, 1.6 million+ likes on Facebook and 36,000+ tweets and 55,000+ visits on shareable website.

     

    Talking about the campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “With every new campaign, Brand Idea aims at bringing new opportunities that empowers a society. Whether it is education, general awareness or a thing as simple as the feeling of giving or doing good, Idea has a unique way of depicting and reaching out to a wider audience. We are overwhelmed to receive such a fantastic response for our Easy Share campaign and as promised we are sharing the power of internet with Room to Read and SARD with the aim of supporting child education. It gives us great joy in having this campaign reach such heights with the active support of our audience.”

     

  • India's mobile users dance to ‘No Idea, Get Idea' tune and connect with the No. 1 MNP operator

    Idea targets emigrants in new campaign on MNP

    By A Correspondent

     

    Changing one’s mobile connection; finding the network which has coverage everywhere in the country; hassle-free management of multiple connections and bills – are some of the challenges faced by Indians migrating to different cities in a hope of better living, career, and lifestyle. For those who have hassles in dealing with these issues, they can simply take an Idea connection, as is suggested in the new campaign by Idea.

     

    One of the new Idea ads on television shows a young man reaching Kochi from Kolkata and soon after landing at the railway station realizes that his phone has no connection. His quest for getting the best network is answered immediately by the locals who suggest, he ‘Get Idea’. The people are then seen swaying to the ‘No Idea, Get Idea’ tune at the platform.

     

    In another scenario, a young career oriented girl is shown to be shifting base to Delhi from Alwar after landing her dream job. While she is all enthused about making it big in her career, she is faced with the hassle of dealing with multiple bills for her phone, tab and other devices. She has ‘No Idea’ how to get rid of this chore of managing multiple bills, and that’s when her colleagues in the new office suggest her to ‘Get Idea’. The thrill of overcoming this problem gets them all dancing to the catchy ‘No Idea, Get Idea’ tune.

     

    Elaborating on the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Brand Idea has always believed in enriching lives of people through fresh, innovative, yet simple ideas to solve their daily problems. The brand’s ability to stay relevant has enabled Idea to become an endearing brand for consumers across all categories and the MNP leadership is a testimony for this attribute. The concept behind this ‘No Idea, Get Idea’ campaign is to help mobile phone users get access to superior service when they switch cities, at a time when NMNP is a reality. The new ads have the signature Idea feel of being youthful, with a catchy music, and conveying the message in a simple manner.”

     

    Under this new campaign, Idea has come up with a series of TVCs capturing unique situations that interestingly dovetail into a story and further ensures a solution in the form of Idea’s best-in-class network and customer service. Idea has introduced this new campaign under its award-winning campaign line – ‘No Idea, Get Idea’ – that continues to resonate with the core essence of the brand. In its earlier avatar, the campaign had won the ‘Best Brand Campaign Award’ at the World Communication Awards 2011. It had also won EFFIE Gold in the same year.

     

  • Colors ties up Idea Cellular, Gionee and others for Fear Factor – Khatron Ke Khiladi Season 5

    Idea, Gionee as key sponsors of ‘Khatron Ke Khiladi’

    By A Correspondent

     

    Telecom major Idea Cellular and Gionee Smart phone have associated with the fifth season of ‘Khatron Ke Khiladi - Darr Ka Blockbuster’ as ‘presenting sponsor’ and ‘powered by sponsor’ respectively.

    The new season of  of the Indian version of reality show ‘Fear Factor’ on Colors will see contestants engaging in more daredevilry than its previous seasons, so it is being claimed. To up the ante this year, the channel has roped in noted director and entertainer Rohit Shetty to bring out the best among the celebrity contestants.

     

    Raj Nayak

    Commenting on the association, Raj Nayak, CEO, Colors, said, “Over the past few years, Khatron Ke Khiladi has created a strong brand value in the minds of the audiences who associate the show with unlimited blockbuster action and entertainment. Through innovative integration and branding opportunities, we are looking forward at creating synergies that will mutually benefit us and our sponsors.”

    Speaking about their association, Sashi Shankar, CMO – Idea Cellular said, “This is the third season of Khatron Ke Khiladi where we are associating with Colors as the Presenting Sponsor. The show has garnered high visibility over the seasons and has helped us in creating high recall amongst our target audience. This time around we are looking forward to engage with our consumers through multiple initiatives that will further our brand proposition.”

     

    Gionee Smartphones India Head, Arvind. R. Vohra said, “Gionee being a global brand sees Khatron Ke Khiladi as great opportunity to connect with our target audience. This genre is a perfect way to reach out and establish connect with the young and adventurous new generation. Gionee believes in creating a benchmark in innovation with every new offering and KKK is the apt choice to connect with those who too believe in taking greater risks to achieve the best. We have created some very exciting integration in the show and hope that the consumers will enjoy the same”

    Additionally Mahindra Scorpio and Amul Macho have come on board as the Associate Sponsors of the Show.

    The show will be on air next month.

     

  • Lowe Lintas created a 25-second re-edited version of the original 45-second spot which was aired on news channels for five days

    What an Idea, Sirji! Cellco revives 2009 ad, after AAP ‘referendum’

    By Shephali Bhatt

     

    On December 23, the Aam Aadmi Party (AAP) decided to form a government in Delhi, with support from the Congress – after conducting an informal SMS referendum that asked the citizens of Delhi if it should take a shot at governance. Idea had used a similar theme in its 2009 television campaign, with a spot that depicted a poll via SMS on whether shopping malls should be made on agricultural fields. So it made sense to release a fresh edit of that ad.

     

    “We thought when it was happening for real, it’ll be good for the brand to remind people how Idea’s communication was ahead of its time,” says Sashi Shankar, CMO of Idea Cellular.

     

    The initial thought to do a tweaked version of their old ad came from Sanjeev Aga, a member of Idea’s board of directors.

     

    The agency, Lowe Lintas, created a 25-second re-edited version of the original 45-second spot within two days of being briefed. The ad, being a topical one, was aired only on news channels for five days.

     

    Good thinking on the feet, quick turnaround time and a good example of recycling communication to associate the brand with one of the most important political events in the history of the nation.

     

    Source:The Economic Times

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