Idea ‘Democratizes 4G’ to make a digitally enabled new India

Brand Idea has been at the forefront of growing the mobile internet category by showcasing its potential in transforming people’s lives. Living by its philosophy that ‘An Idea can change your life”, Brand Idea is now suggesting that Democratizing 4G is the way to build a truly Digital India. Its new 4G ad campaign that goes live on television today, establishes the fact the mobile internet is not just an urban phenomenon, it is a driver of change for rural India too.

70% of India’s population lives in rural areas, yet there are very few employment opportunities there, causing millions of Indians to migrate to cities. This creates an imbalance in society with people having to leave the comfort of their homes and find shelter in already overcrowded cities impacting the lives of both the migrants & the residents. This results in breaking up of families, increasing the gap between the development of the cities versus the development of the villages, loss of identity and self-respect for the migrant etc. Suggesting a simple idea for balanced growth in the country, Idea is suggesting that Idea 4G will be the new age infrastructure that can bring opportunities for every Indian across the country. The new Idea 4G TVC shows how people in villages can use 4G to access similar kind of lifestyle and employment opportunities as in the cities.

The campaign 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 jingle rides high on catchy music in the characteristic Idea style.

The new ad that will go live on TV and digital on 2^nd December, 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, Mr. 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.”

The high decibel TV campaign for Reverse Migration will go live starting 2nd December across all genres of TV channels. The new ad will also be seen in the Idea sponsored Star Screen Awards promos that will start soon and the telecast that will happen on 31^st Dec. 2016. Idea will also promote the campaign on Digital.