Lowe designs Idea Cellular's Mumbai launch

Lowe India has created the campaign to mark the launch of Idea Cellular's services in Mumbai. 'Jiska number Mumbai ka, woh Mumbai ka!' is the positioning that the telecom brand has taken for its Mumbai launch. The creative team includes Ashwin Verky, Jaywant and Nikhil Rao.Talking about the idea behind the campaign, R Balki, chairman and chief creative officer, Lowe says, "We wanted to build on the idea of Mumbaiites and non-mumbaiites and how phone numbers are a proof of identification. You can figure out if a person is from Mumbai by his/her phone number."