Idea looks to 'transform India', turn villages into towns

Idea Cellular has rolled out a campaign to promote its 4G services pan-India. The film has been conceptualised by Lowe Lintas.

 

It opens in a village, where a young lady is shown returning for a vacation. As she greets her mother, the girl asks her about her father and whether he has returned to the village for its auspicious day. The lady reveals that he hasn't because he has to earn a livelihood to run the house. That thought stays with the girl. She thinks if everyone leaves a village to go earn their livelihood, that means the village will be left behind in terms of development. She reminisces about her younger days at the village and how she played with her father. The film cuts to beauty creams on a shelf in the young lady's room. A lady from the village looks at them and urges her to use a natural face cream made in the village. This gives the young lady an idea. She looks to utilise this village made cream and make it a business. Villagers get together and set up the business with the help of Idea 4G. This leads to orders, which in-turn develops the city. The film ends with the young girl's father returning to the village to take part in the business and the voice over saying 'Idea 4G will make villages into towns, which will make people return to their roots'.

 

Sashi Shankar, CMO, Idea Cellular, said, “Mobile internet as a category can be seen in various ways. While some decide to focus on the functional aspect of the 4G technology, we at Idea think that 4G has a transformational attribute. It is advanced, it is progressive, it is the window to the world of opportunities and it is affordable too. In the past several years, Idea has worked on apprising Indians about the importance of adopting mobile internet and with 4G there is so much more that can be done. With the new TVC, we are bringing people back home. We are promoting 4G as the driver of change that can create opportunities across India. We believe that Idea 4G can bridge the gap between urban and rural India.”

 

The film went live on digital and on-air on 2 December 2016