Mumbai has become the 12th service area to form part of Idea campaign, that is being claimed as the world’s biggest ever single city launch, encompassing an initial network of over 1,000 sites and an ad-spend of over Rs 800 crore.
Idea Cellular, an Aditya Birla Group company, on August 21 announced the launch of its top-of-the-line mobile service in the service area of Mumbai. Touted as the biggest ever single city launch by any telecom company with and an ad-spend of over Rs 800 crore, Idea is providing an initial network of over 1,000 cell sites. Idea in Mumbai will operate on 1800 Mhz frequency, riding on a pooled core switching network, with 2.75G capabilities and Edge services.
Speaking at the launch, Kumarmangalam Birla, Chairman, Aditya Birla Group, said, “Mumbai is the commercial capital of India and merits world class mobile services. From today, Idea will set the mobile telephony standards in Mumbai. This is a landmark day for Idea. The Mumbai launch bolsters our position as a leading telecom player in India. We have aggressive growth plans for Idea.”
Mumbai subscribers will be able to access a suite of services like data, high speed Internet, dialer tone in 19 languages at the press of a button, the Idea Music station with a library of over one lakh songs in 21 languages, and the Idea portal that has a range of wall papers, games, animations and mobisodes to select from. Additionally, there will be a voice portal with subscription packs of the latest stock prices, ticketing services, horoscope, etc.
Also speaking on the launch, Sanjeev Aga, Managing Director, Idea Cellular Ltd, said, “Eventually the leader of Maharashtra meets its tryst with the capital city. Idea will set the bar, and raise the bar for Mumbai.”
Sashi Shankar, COO, Idea Cellular, Mumbai, said, “To Mumbaiites, it is my privilege and pledge to present a service that combines a legacy of trust with a bold promise for the future. Idea is committed to provide its customers in Mumbai, a world-class network and service. At ‘My Idea’ centres, the customers will feel at home with a variety of products and services to suit their individual needs.”
The ‘idea’ behind the outdoor campaign in Mumbai
Commenting on the outdoor campaign for Idea, Praveen Kumar Vadhera, Country Head, Out Of Home Services, 141 Wall Street Bates, said, “In the creative, the spirit of Mumbai and its unity in diversity is rekindled by defining the Mumbaikar’s identity. How can a person with a Mumbai number (cell number) be a Punjabi, Malayali or Bengali? He lives in Mumbai and is part of the great Mumbai story and, therefore, is of Mumbai above all things. The Mumbai number becomes his new identity in Mumbai.”
The teaser phase had hoardings, cantilevers, and bus shelters, that had people from different cities and walks of life with tagline that read – ‘Yeh Delhi ki hain, Mumbai ki nahin’, ‘Yeh Hyderabad ka hai, Mumbai ka nahin’, ‘Yeh Punjab Ka hai, Mumbai ka nahin’, ‘Yeh Calcutta ki hai, Mumbai ki nahi’ – emphasizing on the Mumbaikar’s identity.
The campaign was unveiled on August 20, showing the same people and brand ambassador Abhishek Bachchan holding Idea phones with the caption, 'Mera number Mumbai ka, toh main Mumbai ki', What an Idea!'
Speaking to exchange4media, Nikhil Rao, Group Creative Director, Lowe Lintas, said, “The TVC campaign for Idea’s Mumbai launch campaign will be on air in days from now. The commercial has been shot exclusively in the back drops of Mumbai, and will take the brand communication of the outdoor campaign to a more interactive level, demonstrating the power of an Idea by looking at mobile telephony, what it can do, in a way that’s fresh, imaginative and elevating.”
Vadhera further said that August 23 would be marked as a special day in the promotional phase of Idea’s Mumbai launch campaign, when the Air India building at Nariman Point would be in the spot light with a special light show at 8:30 pm.