Idea Cellular launches a new campaign to Promote its Pan-India Mobile Broadband Presence

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Idea Cellular’s new ad #LookLook hit the internet and TV this week and has already got India hooked to the new catchy jingle –Idea 4G pe dekho India hua hook. LookLook... LookLook!

Image: Idea YouTube

Idea Cellular has rolled out the new ad after becoming the pan-India mobile broadband operator two weeks ago. The new ad establishes the width and expanse of Idea 4G network across India, through a simple thought, ‘Idea 4G - India jitna bada network’. The ad showcases millions of Indians hooked on to their mobile - browsing rich content such as video download, music, gaming, live streaming, etc. on the go.

Idea has begun the campaign with teasers on social media and then revealed the full 60 seconds TV commercial on both social media and TV. The ad encapsulates a series of situations at various locations across the country wherein people are seen being deeply hooked on Idea 4G – watching, streaming and downloading videos, etc.

Talking about the new campaign, Mr Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Our fast paced 4G roll-out last year was complemented with the ‘Biggest Small Change’ campaign which was followed by the ‘Transforming India’ campaign aimed at democratising 4G in the country. The #LookLook campaign now coincides with Idea’s Pan India Mobile Broadband rollout and showcases a strong 4G network available across the country. I am confident that the catchy jingle and relatable situations from different parts of the country will resonate with people from all walks of life.”

The India's third largest telecom network has always been very distinct with its TV campaigns. Idea says that "Music has always played an integral part of Idea campaigns in the past and is an important element of this campaign as well."

[youtube]Idea claims that the "new Idea 4G pe India hua Hook #LookLook campaign carries Brand Idea’s signature tune which seamlessly gels with the quirky song. The foot-tapping tune has been composed by a famous trio! The lyrics to the hummable jingle has been penned by the celebrated lyricist, Amitabh Bhattacharya; Music has been composed by Abhishek Arora, who has composed music for award-winning Idea TVCs in the past; and the song has been sung by the dynamic and popular Bollywood singer, Benny Dayal. Everyone who has heard the song, can’t stop grooving to the beat!"

Further, Lowe is the creative agency for the campaign. Idea has planned a 360-degree amplification of the campaign across TV, OOH, Radio and Digital over the course of next few weeks.

The telecom operator has been consistently driving 4G communication over the last one year. It started with the #BiggestSmallChange campaign in June 2016 which demonstrated how 4G - a small change in technology, can make a big difference in internet experience for those who live online. This was followed by the ‘Transforming India’ campaign aimed at democratising 4G and established its relevance for everyone, in urban and rural India, in December 2016.

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Telecom Analyst

Passionately following the Indian #Telecom Industry for over a decade from Business, Consumer and a Technical perspective. My primary focus area is Consumer & Digital Experience.

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