‘Careful! You are being watched’ says Idea campaign

Brand Idea has launched an innovative OOH activation under its campaign Idea 4G – India ka Live Network. The campaign idea stems from the duality in people’s behavior in general and urging them to be watchful as citizens. Most people display inappropriate behavior hidden behind the veil of anonymity. This includes jumping traffic lights, throwing garbage from car windows on the road, smoking in public areas, etc. But under the public glare or authority supervision, they tend to put on their best behavior.

The Idea 4G – India ka Live Network campaign is about highlighting this and demonstrating how people can use the power of Idea 4G to tackle bad behaviour observed in everyday situations and sensitizing them on the need to observe rules. In Indore city, for example, an innovative outdoor hoardings with a large cut-out of a smartphone has a rotator camera like structure to drive home the message. One such installation with the message “Signal todne se pehle soch lo, India dekh raha hai LIVE” can be seen at Vijaynagar Square in Indore city.

Speaking about this campaign, Sashi Shankar, Chief Marketing Officer, 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 fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behavior. 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.”