Idea Cellular gives 4G push with 'BiggestSmallChange' campaign

The ad conceptualised by Lowe Lintas highlights the benefits of their 4G service in the commercial, like high-speed, great quality, video calling & live-streaming

e4m by Sarmistha Neogy
Updated: Jun 9, 2016 7:54 AM
Idea Cellular gives 4G push with 'BiggestSmallChange' campaign

The latest entrant in the 4G race, Aditya Birla Group-owned Idea Cellular, recently launched their maiden communication titled #BiggestSmallChange. The ad conceptualised by Lowe Lintas highlights the benefits of their 4G service - like high-speed, great quality, video calling, live-streaming and others. The commercial features actor Vikrant Massey.

Commenting on the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “At a time, when all the major telecom players are talking about 4G, we thought how different Idea can be in their communication tone. Everyone has spoken about 4G, but not on how 4G can change your life for the better. So we decided to work on this insight and highlight the message that, even though it might look like a small shift in your life, but it is indeed a big deal for people who live online. As compared to the previous Idea campaigns, this time around, we are talking to a different set of audience - the one who is internet exposed.”

The company has a whole lot of other initiatives lined up for the promotion of their 4G network which will be revealed gradually. As per reports, Idea Cellular will open 200 new company retail stores by the end of FY17 to drive 4G sales. Few days ago, the telecom operator launched its 100th store in Mylapore, Chennai and it has rolled out their 4G services in 10 telecom circles.

Watch the ad here:

Competition Aspect:

In the 4G race, Airtel, no doubt, has the first mover advantage with its media blitzkrieg featuring its well-known brand ambassador Sasha Chhetri, months ahead of its arch rival Vodafone and now Idea. Over the last few months, their campaigns have been trolled, admired and debated, which has also made Chhetri one of the most popular brand advocates in recent times.

In their latest TV commercials, the brand has used humour, and the protagonist is seen making fun of herself. This lends freshness to the brand thought. For example, in one of the ads which showcases the protagonist on a vacation in a remote place, expecting the network not to follow her, she is surprised to find out that people are using Airtel 4G connection.

Chhetri this time, instead of speaking about 4G, is recently seen in outdoor ads where she is telling customers to stop wasting the benefits that come with traditional post-paid mobile plans and move to AirtelMyPlan to get the best value for their monthly mobile spends.  The brand has used the popularity of the Airtel 4G girl to promote their new post-paid plan.

Click here to view the ads:

Vodafone unveiled their 4G campaign in February this year and as their launch campaign, the brand got back its popular pug after four years. The commercial even announced the launch of their 4G SuperNet and the ad conceptualised by Ogilvy & Mather, captured and reinforced the dependability of its network services.

As a follow-up to these ads, the operator launched a series of Super-Dad, Super Brother ads during the IPL tournament this year. The ads were simple, and connected well with the audience highlighting the features of the Super Net-like watch HD videos, get HD movies on demand and reroute maps instantly.

Click here to view the ads:


Super Dad:

Super Brother:

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