What an idea Sirji! Idea rekindles tagline for new campaign

Developed by BBDO India, the campaign titled NOT working? Try NETworking! will be promoted through TV, Radio and digital media

e4m by exchange4media Staff
Updated: Feb 11, 2020 7:01 PM



Brand Idea is back with What an idea Sirji!, a tagline that had gripped the imagination of the nation, becoming a part of daily conversations, across India’s geographies. The popular series is now back to rekindle brand engagement and affinity amongst audience.

Idea has launched a new campaign under the ‘What an idea’ theme to address the issues of unemployment and underemployment. Titled ‘NOT working? Try NETworking!’, the campaign showcases the myriad opportunities that internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India.

Key to creating this campaign are real-life insights on unemployment and underemployment amongst educated, qualified youth.

Explaining the rationale behind the new brand campaign with one of Idea’s most loved taglines, Kavita Nair, Chief Digital Transformation & Brand Officer, Vodafone Idea Limited said: “Idea was the first telecom brand in India to take a step beyond the transactional plane to showcase how mobile telephony can transform people’s lives in a positive manner. Each Idea campaign, over the years, has focused on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike.”

The latest NETworking series of three TVCs carry the brand’s signature tune and creative treatment and went live on Tuesday. Developed by BBDO India, the campaign will be promoted through TV, Radio and Digital media. 

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