Idea rekindles the joy of sharing with 'Easy Share'

Internet today has become a necessity for people, giving them the ability to access information and other resources. While some have already joined the bandwagon by becoming digitally savvy, there are billion others who need to be connected. To spread the power of mobile internet amongst people, Brand Idea is suggesting a simple idea of sharing the internet with those in need and the uninitiated, through its new ‘Easy Share’ campaign, riding on the broader theme, ‘India Share Karega, India Care Karega.’

Talking about the new campaign, Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Idea pioneered the development of the Internet category with concerted efforts of getting more and more consumers to adopt the internet. Our journey began with the ‘No Ullu Banaoing’ campaign where we built relevance for internet, followed by the IIN series that focused on the power of internet to transform people’s lives. Idea continues its journey with the new ‘Easy Share’ campaign which endeavors to put a value like `Sharing’ back into the spotlight and encourages consumers to share in a truly meaningful manner. All this is beautifully done in the unique `Idea` way. I am sure you will find it very topical and timely, what with the “intolerance” debate raging.”

“With the growing impact of technology and the rising influence of the internet, sharing gets a new currency with the new Idea ad”, adds Mr. Sashi Shankar.

Idea’s new TVC released on TV and in the Digital medium on 6th November, highlights the reality of people’s busy lives where the only way they believe they can do good for society is by way of donation. The ad propagates that doing good for someone should not stop at donation but should be in ways that truly empowers those in need.

For example in one such scenario shown in the new ad a young professional reflects upon his guilt of not being able to do something good and cause-worthy, and mentions this to his colleague. He gets the simple idea of sharing when he sees the other colleague share her mobile data with the office support staff whose son has to work on his science project. In another one, a frantic young man, desperately searching for a blood donor at a hospital, is approached by a caring nurse. She shares her Idea internet with him, enabling him to search online and find potential donors. The broad theme of ‘India Share Karega, India Care Karega’ is echoed in all these crucial situations!

The new ad can be viewed on Idea’s YouTube channel on https://youtu.be/kQ6cHm3KpWw. Idea has planned a high decibel campaign across popular TV channels, Cinema, Radio and Digital.
Idea already has ‘Easy Share’ plans which allow users to share data, voice minutes and SMS across multiple devices and with other Idea users.