Idea to roll out its second phase of 3G campaign

In phase-wise rollouts, leading telecom service provider Idea has left almost no stone unturned when it comes to their vast 3G campaign. The multi-city campaign, though was rolled out in different formats and in different treatments, has recently gone on metro train wraps in Delhi.

As part of phase 1 in Delhi, the campaign was seen on 150 OOH units spread across hoardings, billboards, utilities, bus queue shelters, metro panels etc. Talking about the campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, "Delhi's growing population is adding to the pressure on the city's infrastructure and often results in endless traffic jams which further causes stress amongst citizens. A similar analogy can be drawn with the city's mobile networks. With this insight, we created the #DelhiNahiRukegi campaign using a metaphor where we are showing a virtual superhighway with our 3G 900. This is also the main creative for this entire campaign. The upcoming creatives will highlight the plight of Delhiites in various situations, and will suggest a simple solution in the unique Idea way!”

The second phase of the campaign will start on February 15, 2016 that will also have LED innovations and 10-15 more sites across Delhi and NCR. The new phase of rollout will also have some mall branding. Two metro train wraps on yellow line of DMRC (Huda City Center to Jehangirpuri) are already displaying the campaign.
 
Talking on the response, a source informed, "The response to the campaign has been amazing as it has started reflecting on both brand scores and business. We are getting very encouraging feedbacks from our employees, channel partners & customers. Infact, it has generated positivity amongst customers, as they have started contacting us and showing their keenness to try Idea's 3G 900 network.”

https://www.youtube.com/watch?v=javWqN5_1pk - Metro Train Wrap link

https://www.youtube.com/watch?v=nBbJlhtwwZQ - Innovation