Don't hide behind anonymity challenges Vodafone-Idea in new campaign

Public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?”  Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Further, live video streaming in HD quality is commonly perceived to be the truest test of an effective and efficient 4G network. Bringing these twin consumer insights to light, brand Idea today launched its new ad campaign ‘Idea 4G – India ka Live Network’.

Over the years, brand Idea has built a strong reputation of creating purposeful, conscientious campaigns that encourage change for the betterment of the society. Continuing with the theme, this new campaign highlights the power of streaming HD quality LIVE videos over brand Idea’s robust network and thereby driving a positive change in behaviour among citizens.

Speaking about this campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Ltd., 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.” 

Two specially created TVCs convey this direct message in an interesting and succinct manner via real life situations which are common and hence easy for all to identify and relate with.  

The first TVC is set in an office where an employee is more interested in playing a game on his desk rather than service the long que of customers waiting for his attention. On being told that the entire country was watching his 4-hour lunch break via Idea’s powerful live video streaming in HD, he immediately corrects his behaviour and does what he is supposed to do i.e. speedily service customers.

In the second TVC, two people are seen littering a public beach in an unabashed manner. A concerned citizen live streams this brazen irresponsible behaviour using Idea’s powerful live streaming facility in HD and they immediately change their behaviour to collect and bin their trash.

The tagline of this brand Idea campaign ‘Ab HD ka maza, bin buffering ki saza’ reiterates the speed, quality, convenience and availability of Idea’s robust 4G network both indoors and outdoors.

This Brand Idea campaign will be promoted on TV, Radio, OOH and Digital with high decibel visibility across 95+ TV Channels and all prominent digital content OTT platforms.

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


Campaign Summary:

Agency details:

Creative agency: BBDO India

Title: Idea 4G- India ka Live Network

Production House: Soda Films

Duration: 30 seconds

Director of the film: Sukriti Tyagi



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