'India ka no ullu banoing' idea's new campaign

 'Idea internet lagoing, India ka no ullu banoing,' goes Idea Cellular's latest jingle. The objective of this communication is to help the idea, to grow from a mobile broadband business to a strong data network services player and at the same time demystify the concept of data services for the benefit of the larger Indian population ('Har mobile par internet'). Therefore this Ad shows consumers who're not likely to be internet-savvy, including housewives, senior citizens, rural folk and users of feature phones.The idea behind the film is that when the masses will have easy access to information, they will be less susceptible to being cheated. 

Facing the tough competitions from Airtel and Vodafone, Idea has been working towards spreading awareness about 3G and mobile internet services in India for the last three years, and claims to be the only mobile operator to offer a range of self-branded, affordable 3G smartphones to upgrade 2G users to 3G.  

Initially it was started as a teaser campaign, with the release of teaser banners and the 'Ullu jingle' on social media but now it has turned into a 360 degree campaign. The media mix includes TV (currently three films are on air), radio, outdoor, activation and digital (#Ullumatbano, a day-long Twitter campaign and a digital film).

The concept was developed by Lowe Lintas & Partners, India.

Check out the ads below..