Idea launches new brand campaign for 4G

Idea has launched a new 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. 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, Sunita Bangard, President – Marketing, Idea Cellular said, “ 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 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, “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.”


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