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‘Kal Dekhe So Aaj Dekh, Aaj Dekhe So Right Now’ – Idea’s new ad campaign to get the nation binge watching videos on a foot tapping jingle!

Mumbai, 7th June 2018: Idea Cellular has launched a mega campaign for its prepaid customers providing a bonanza of offerings including unlimited calls with abundant data, assured cashback and exciting prizes such as car, bikes, smartphones on its recharges. 

There has been an exponential rise in data usage leading to an all-time high mobile video consumption in India. In fact, India’s total data consumption has crossed that of US and China combined, making it the world leader. Idea’s new campaign is aimed at further bolstering data consumption through video viewing, while incentivising customers through cashback and other prizes. 

Idea has launched an exciting new offer titled Jeeto Bejhijhak, wherein Idea customers need to recharge with Rs. 100 and above to get assured coupon of Rs. 20 which is redeemable on Idea website and app on next recharge of Rs. 199 and above. The offer is available from 5th June, 2018 to 15th August, 2018. 

Idea has planned a 360 degree brand campaign to promote the offer, with the theme ‘Dekhte jao Bejhijhak’, which has gone on air today. 

Speaking on the new campaign Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, ‘Idea is a strong 4G player and the new campaign is a celebration of endless video watching owing to Unlimited Recharges that offer abundant data on Idea 4G.”

“The target audience for this campaign are existing data users, for whom online has now become a way of life – be it for inspiration and education through video, or for more intimate connections (through video call), or to keep in touch with friends and family, or just for pure indulgent entertainment. They wish to have uncompromising access to all of this, without having to worry about running out of data or content,” adds Mr. Shankar. 

The new ad is an extension of the “video platform” that Idea has owned starting with the #LookLook campaign, followed by ‘Dekhte hi dekhte duniya badal jayegi’, that has made Idea 4G synonymous with video watching. Idea’s latest TVC brings out situations of uninterrupted data-happiness showing a boy binge-watching his favourite shows/movies, a girl talking non-stop on a video call and another boy using Idea’s apps (Music, Movies & TV and Games) with his friends and family. The TVC has been executed in the unique Idea way, bringing out the element of quirk, incredible music and a unique retro catchy tune and lyrics by acclaimed Bollywood music director, Amit Trivedi. 

Additionally, the TVC’s foot tapping track contemporizes Kabir’s doha – ‘Kal Dekhe so aaj dekh, aaj dekhe so ‘Right Now’, highlighting today’s generation’s motto of living in the moment, hunger for on-demand video content and therefore the need for abundant 4G data.

The ‘Dekhte Jao, bejhijak with Idea 4G’ campaign will be an integrated 360 campaign, spanning across 104 Television channels, Radio, OOH and Digital.


Campaign Summary:
Agency details:
TVC Details:
Creative agency: BBDO India
Title: Dekhte jao, bejhijak with Idea 4G
Creative Team: Josy Paul, Hemant Shringey, Vishal Rajpurkar, Pooja Daga
National Creative Director: Josy Paul
Executive Creative Director: Hemant Shringey
Sr. Creative Director: Vishal Rajpurkar
Copy Writer: Pooja Daga
Duration: 40 secs and 35 secs
Lyrics and Music: Amit Trivedi

Director of the film:  Vijay Maurya
Exposure: Television, Radio, OOH and Digital




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