Madison World’s Platinum Outdoor completes Idea ‘India ka Live Network’ campaign

The campaign has been based on the insight that public behaviour is often dictated by “Who’s watching” 

Idea

Platinum Outdoor, the OOH arm of Madison World, has just completed a country-wide execution of Brand Idea’s 4G Campaign India ka Live Network. The campaign has been based on the insight that public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?”

‘Idea 4G-India ka Live Network’ campaign demonstrates how people can use the power of Idea 4G to tackle bad behaviour observed in everyday situations that we come across in our city such as unprofessionalism in office or littering the streets and beaches. 

Concerned citizens usually find themselves helpless in these situations and walk away, but with Idea 4G they have the power to transform such situations through the power of ‘LIVE video’. 

Whilst the OOH campaign was executed across various circles, some noteworthy innovations are mentioned below. 

In Kolkata, at EM Bypass, Platinum Outdoor installed an innovative outdoor LED hoarding with an in-built camera, to capture live footage of road traffic, with the message “Overspeeding par Break Lagao, India dekh raha hai Live”.

In Indore, at Vijaynagar square, a hoarding was placed with a dummy CCTV camera with a rotator, giving an impression that ‘India is watching Live’. The message on the hoarding said, “Signal todne se pehle soch lo, India dekh raha hai LIVE”. 

In Lucknow, near Samta Moolak Chowk, Gomti Nagar, an innovative outdoor hoarding was designed with a large cut out of a smartphone, with a rotator camera like object to drive the message to the audience. The message on the hoarding read, “Over speeding par lagao brake, India dekh raha hai LIVE”.

In Chennai, at Egmore Railway Station, Platinum Outdoor installed an innovative LED hoarding with an in-built camera to capture live footage of people entering the station with the message - “TTR (TC) may or may not be watching. India is watching LIVE”. 

In Gwalior, at Gurudwara DD mall, we designed an innovative outdoor LED hoarding with an in-built camera to capture live footage of the road traffic with the message “Signal todne se pehle soch lo, India dekh raha hai LIVE”.

At the campaign launch held earlier, Sashi Shankar, CMO, Vodafone Idea Ltd. said, “The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G - India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”   

Dipankar Sanyal, CEO, Platinum Outdoor, said: “We are glad that Brand Idea chose us to handle this prestigious campaign across the country. We tried to bring out the essence of the campaign through the Outdoor medium and the execution has been great.”

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