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Bates Walstreet executes high impact outdoor innovation for Idea Cellular's 'Idea Heaven' campaign
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network2media Bureau   
Friday, 08 June 2012 09:00 (IST)
'Heavenly' exposure AHMEDABAD:In order to amplify its new brand campaign, 'Idea Heaven' in the state of Gujarat, Idea Cellular, one of India's leading telecom operators has embarked on an innovation led, high impact outdoor campaign. The campaign has been executed in 30 markets across the state. The campaign duties have been vested with Bates Wallstreet.

Large formats deployed Idea cellular, India’s 3rd largest telecom operator and recipient of many prestigious brand campaign awards including the 'World Communication Award' and the 'Effies', recently launched the new brand campaign, ‘Idea Heaven’ with a bunch of humour-laden TVCs that promote the brand's 3G smartphone apps, talking about how an idea can change one's 'afterlife' experience. Idea has rolled out a 360 degree campaign to reach out to the audience, utilising all traditional and emerging media platforms.

Maximising impact To amplify the campaign further in the state of Gujarat, a robust outdoor campaign has been rolled out across 30 cities in the state.

One innovation that has already created a buzz around the campaign has been executed in Ahmedabad at Panjarapol circle, one of the busiest traffic junctions in the city. The innovation has been deployed for one of the creatives promoting Idea 3G smartfone heavenly applications for ‘Health’.

High decibel campaign A large cut-out of Abhishek Bachchan and an Idea 3G smartphone cut-out with golden wings, where the wings are flapping has been installed on a billboard. Flapping wings coming out of the smartphone captures the 'heavenly' essence of the communication and the halo effect created around Abhishek Bachchan adds to the 'heavenly' feel, attracting a lot of attention from people.

Idea has created new benchmarks in brand communication in India, and has emerged as one of the most loved brands not just in telecom, but across categories. The Idea ad and its support campaigns and initiatives have been appreciated for their innovative nature. Gujarat being one of Idea’s leading telecom circles, the utilisation of the outdoor medium to reach out to subscribers is to sensitise them about the new 'heavenly' applications available on Idea 3G smartphones.

Asheesh TyagiCommenting on this initiative, Asheesh Tyagi, country head, Bates Wallstreet, said, “Innovation makes sense only if it delivers the required results. The innovation executed in Ahmedabad helps in taking the communication forward, makes people stand and take notice of the elements highlighting the core thought.”

The humour flavoured 8 TV ads speak about how an idea can change one’s 'afterlife' experience are currently being aired extensively. Most of the ad promos put forward by Idea has become very popular among the young generation in the country.

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