‘Kal Dekhe So Aaj Dekh, Aaj Dekhe So Right Now’ – Idea’s new ad
campaign to get the nation binge watching videos on a foot tapping
jingle!_
Mumbai, June 08, 2018: Idea Cellular has launched a mega campaign for
its prepaid customers providing a bonanza of offerings including
unlimited calls with abundant data, assured cashback and exciting prizes
such as car, bikes, smartphones on its recharges.
There has been an exponential rise in data usage leading to an all-time
high mobile video consumption in India. In fact, India’s total data
consumption has crossed that of US and China combined, making it the
world leader. Idea’s new campaign is aimed at further bolstering data
consumption through video viewing, while incentivising customers through
cashback and other prizes.
Idea has launched an exciting new offer titled _Jeeto Bejhijhak_,
wherein Idea customers need to recharge with Rs. 100 and above to get
assured coupon of Rs. 20 which is redeemable on Idea website and app on
next recharge of Rs. 199 and above. The offer is available from 5th
June, 2018 to 15th August, 2018.
Idea has planned a 360 degree brand campaign to promote the offer, with
the theme ‘_Dekhte jao Bejhijhak’, _which has gone on air today.
Speaking on the new campaign MR. SASHI SHANKAR, CHIEF MARKETING OFFICER,
IDEA CELLULAR, said, _’_Idea is a strong 4G player and the new campaign
is a celebration of endless video watching owing to Unlimited Recharges
that offer abundant data on Idea 4G.”__
_”The target audience for this campaign are existing data users, for
whom online has now become a way of life – be it for inspiration and
education through video, or for more intimate connections (through video
call), or to keep in touch with friends and family, or just for pure
indulgent entertainment. They wish to have uncompromising access to all
of this, without having to worry about running out of data or content,”
ADDS MR. SHANKAR. _
The new ad is an extension of the “video platform” that Idea has owned
starting with the #LookLook campaign, followed by ‘_Dekhte hi dekhte
duniya badal jayegi’,_ that has made Idea 4G synonymous with video
watching. Idea’s latest TVC brings out situations of uninterrupted
data-happiness showing a boy binge-watching his favourite shows/movies,
a girl talking non-stop on a video call and another boy using Idea’s
apps (Music, Movies & TV and Games) with his friends and family. The TVC
has been executed in the unique Idea way, bringing out the element of
quirk, incredible music and a unique retro catchy tune and lyrics by
acclaimed Bollywood music director, Amit Trivedi.
Additionally, the TVC’s foot tapping track contemporizes Kabir’s doha –
‘_Kal Dekhe so aaj dekh, aaj dekhe so ‘Right Now’,_ highlighting today’s
generation’s motto of living in the moment, hunger for on-demand video
content and therefore the need for abundant 4G data.
The ‘_Dekhte Jao, bejhijak_ with Idea 4G’ campaign will be an integrated
360 campaign, spanning across 104 Television channels, Radio, OOH and
Digital.
WATCH THE NEW IDEA AD ON https://youtu.be/gZ_rR3w22qM
CAMPAIGN SUMMARY:
AGENCY DETAILS:
TVC DETAILS:
Creative agency: BBDO India
Title: Dekhte jao, bejhijak with Idea 4G
Creative Team: JOSY PAUL, HEMANT SHRINGEY, VISHAL RAJPURKAR, POOJA DAGA
National Creative Director: JOSY PAUL
Executive Creative Director: HEMANT SHRINGEY
Sr. Creative Director: VISHAL RAJPURKAR
Copy Writer: POOJA DAGA
Duration: 40 secs and 35 secs
Lyrics and Music: Amit Trivedi
Director of the film: Vijay Maurya
Exposure: Television, Radio, OOH and Digital
Corporate Comm India(CCI Newswire)
