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‘No Ajnabee with Idea 4G’

‘Digital Idea’ suite of entertainment services helping build connections offline!

National, September 19th, 2017: On the back of its pan-India wireless broadband network and a suite of digital entertainment services, Idea has launched a brand campaign with the message ‘No Ajnabee with Idea 4G’. A series of TVCs promoting Digital Idea entertainment apps – Idea Music, Idea Movies & TV and Idea Games – went on air over the weekend.

With increasing penetration of 4G in India, the nation has been introduced to better speeds and richer mobile internet experience, especially on the Idea network. This has led to a new, content-binging nation, hooked on to movies, music, TV and gaming on their smartphones. However, in this age of social media and digital entertainment, sometimes the youth struggle to make new friends in the offline world.

Brand Idea’s new ad campaign, ‘No Ajnabee with Idea 4G’ demonstrates a cool way of connecting with people in the offline-world, using the digital medium.

Speaking on the new ad campaign, Ms. Sunita Bangard, President – Marketing, Idea Cellular, said, “Idea 4G is not just a network, but a community of common interest and passion points that enable us to find common ground and make new connections. We believe that Idea’s suite of Digital apps can be the ultimate ice-breaker that enables people to find common ground and make new connections, even in the offline world. With this thought, we have developed the tagline – ‘No Ajnabee with Idea 4G’ – targeting the ‘digitally wired’, always connected, on-the-move, urban youth who live online and have an app for all their needs.”

 Since the launch of Idea 4G, Brand Idea has been focused on building 4G credentials and brand stature through its advertising campaigns. In the last 12 months, it has focused on promoting Idea 4G, starting with ‘The Biggest Small Change’ campaign, followed by the ‘Naya India Banayenge’ campaign that democratized 4G for people from all walks of life. The more recent ‘#LookLook’ campaign established the strength of Idea’s 4G network. The latest campaign caters to the content binging youth in India and focuses on Idea’s Digital apps portfolio.

The campaign has kicked off with a series of four TVCs on Music, Movies, Games & Live TV. The television commercials narrate the story of a young man, Aakash, who makes new friends wherever he goes, using the suite of Idea Digital Apps. He has just joined a new workplace and finds himself among a sea of strangers. Armed with the Idea Games app, he breaks the ice with different people at his new workplace by asking them to beat his racing time on a game. On another occasion, he gets fellow employees to carpool with him by getting them to sing along to their favourite songs, using the Idea Music app. At the induction he befriends girls by cheekily asking them which movie they would like to watch using the Idea Movies & TV App. When he finds himself at the hospital next to a not-so-friendly elderly fellow patient, he tries to break the ice by playing his favorite TV show on the Idea Movies & TV app. The tonality of the TVCs is young and vibrant to capture the energy and dynamism of today’s youth.

The campaign has been developed and executed by BBDO India. It is an integrated 360 degree campaign, spanning across television, radio, OOH, digital and OOH activations across circles.

Elaborating on Digital Idea services, Mr. Sunil Tolani, National Head of Digital, Idea Cellular, said, “Deeper penetration of wireless broadband services coupled with wide availability of inexpensive smartphones has laid the foundation for accelerated digital media consumption. People are spending more time on smartphones and it has become their preferred medium of consuming media. Realizing this trend, we have been constantly ramping up the content while also Hyper-personalizing the features through internal analytics and providing better user experience and a friendly interface, for our Digital Idea suite of apps to enable our nearly 200 million customers to consume, connect and engage with friends and family. Millions of downloads and top rankings for our apps, within just few months of launch, is testimony to the growing popularity of Idea Music, Idea Movies & TV and Idea Games.”

Key Features of Digital Idea Apps: 

  • Idea Music:
  • Over 3 Mn songs, across 50+ regional and international languages; to go up to 20 million soon
  • USP – Sing Along, the DJ effect, Wake up with Music
  • Idea Music Web with similar experience as the app to cater to the non-app users
  • Along with focus on – Curated Radio, Share music, use on WiFi, Featured Artist, Data Saver Mode, Regional Music
  • Over 3 Mn downloads on Playstore and iOS
  • Available for Idea customers
  • Idea Movies & TV:
  • One stop video destination from 2 mins to full length movies
  • 7000+ blockbuster movies, 230+ Live TV Channels and 7 days catch-up TV
  • Short videos across genres and a series of original content in local languages
  • Kids section with animation and learning videos
  • Special section for curated YouTube content
  • Features such as Pause and Resume, add to watch list, adaptive bit rate
  • Over 3 Mn downloads on Playstore and iOS
  • Available for Idea customers
  • Idea Games:
  • More than 2,000 games across multiple genres
  • First subscription game store offering the latest and popular, Virtual Reality Games
  • Game on Demand category
  • Online & downloadable games
  • Over 1 Mn downloads on Playstore and iOS
  • Available for all customers 

Idea’s exclusive introductory offer to all 4G/3G customers – 90 days Free subscription to the apps. Post the trial period, users can retain access to their favourite content at just Rs. 49 per month, viewing unlimited movies and videos.
This festive season, download all the Idea Digital Apps and make sure there are No Ajnabees!

Watch the ‘No Ajnabee with Idea 4G’ ads on: (Idea Movies & TV) and (Idea games)

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