Idea launches Delhi's first ever 3G super highway network with campaign #DelhiNahiRukegi

Delhiites on the commute have been noticing hoardings highlighting the plight of commuters stuck in long traffic jams, despite the city having 90 Flyovers and 5 National Highways. It also suggests that starting 5^th December, Delhi Nahi Rukegi! What is coming to the rescue of people residing in Delhi NCR is Idea’s super highway 3G network which is built on the most efficient 900 MHz spectrum band.

With this new campaign #DelhiNahiRukegi, Idea Cellular has announced the commercial launch of its superior 3G network in Delhi NCR, on the back of a robust data network of 2,500 3G cell sites and 5,000 modernized 2G cell sites.

Idea’s first ever 3G network in a metro city and on the most efficient 900 MHz band which has high-calibre transmission and propagation capabilities, will be a jam-free network, offering high-speed internet, and unmatched indoor internet coverage. Idea’s 3G customers in Delhi will now have a better experience while accessing services like video telephony, mobile TV, video on demand, music downloads, online gaming, amongst many others.

Speaking on the launch, Mr. Ambrish Jain, Deputy Managing Director, Idea Cellular, said, “Mobile users in Delhi NCR are the most evolved consumers in the country with high usage of both voice and data services. Unfortunately, the high traffic on jammed networks has left consumers unhappy and looking for a network which offers superior connectivity, both on the roads as well as indoors. Over the last two years, Idea has invested heavily in acquiring spectrum in the most efficient 900 MHz band and setting up a future-ready, modernized network to cater to the growing demand of mobile users in the region. We are confident that now #DelhiNahiRukegi!” 

A high-decibel marketing campaign #DelhiNahiRukegi which began with a teaser released on 28^th November, 2015 is now gaining eyeballs in the metro, and will be revealed across all key media – TV, Outdoor, Print, Radio, Digital and Cinema – starting 5^th December 2015. Watch this space for more in the coming days!

Talking about the campaign, Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Delhi‘s growing population is adding to the pressure on the city’s infrastructure and often results in endless traffic jams which further causes stress amongst citizens. A similar analogy can be drawn with the city’s mobile networks. With this insight, we created the #DelhiNahiRukegi campaign using a metaphor where we are showing a virtual superhighway with our 3G 900. This is also the main creative for this entire campaign. The upcoming creatives will highlight the plight of Delhiites in various situations, and will suggest a simple solution in the unique Idea way!”

Idea is rolling out a wide portfolio of products and services for its 3G customers in the city, ranging from 900 MHz dongles, bundled voice and data offers, sharing and customizable plans, amongst others.

Speaking on the service launch in Delhi, Mr. Sanjeev Govil, Chief Operating Officer – Delhi, Idea Cellular, said, “Idea has over 6 million subscribers in Delhi with approximately 30% being Data users. The existing 3G users will experience enhanced services and products offerings, while the new subscribers will benefit from our affordable 3G tariffs and superior jam-free network offering better voice and data experience. We are also in the process of expanding our network of world-class service centres in the Delhi NCR region to service customers.”

With the launch in Delhi and the impending launch in Kolkata metro, Idea will now have its own 3G network in 13 circles which contribute to nearly 80% of the company’s revenue and 60% of industry revenue.