Idea Brings Back ‘What an Idea’, Plays the Reverse Migration Card to Win Rural India

  • Idea Cellular has launched its second big advertising campaign around the 4G services.
  • Living by its philosophy that “An Idea can change your life”, the campaign focuses on the fact that the mobile Internet is not just an urban phenomenon, it is a driver of change for rural India too.
  • The campaign sends the message – ‘Idea 4G se GaonGaonSheher ban jayenge, Tohapnebhilautayenge. Naya India Banaenge’, suggesting the idea of ‘Reverse Migration’ made possible with Idea 4G.
  • As per the brand, 70% of India’s population lives in rural areas, yet there are very few employment opportunities, causing millions of Indians to migrate to cities, causing the imbalance in the society.
  • Currently, the company’s focus is on 4G as it is their latest launch and they want to talk on how it can change lives of people.
  • The TV campaign is live across many national channels and is supported by digital and BTL activations.
  • The new ad will also be seen in the Idea sponsored Star Screen Awards promos.
  • The advent of 4G services has kick started another era of advertising in India. Major telecom players are spending heavily across the mediums to carve their space in the market by urging consumer to shift to 4G.