!DEA: Honey Bunny

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.

!DEA: Honey Bunny

Campaign details

Brand owner: Idea CellularLead agency: Lowe Lintas &PartnersBrand: !deaCountry: IndiaIndustry Call services and accessories, Fixed line providers, General service providers, Internet service providers, Mobile and cell handsets, Mobile providersChannels used: Internet - display, Mobile and apps, Online video, Outdoor, out-of-home, Radio, TelevisionMedia budget: Up to 500k

Executive summary

Idea Cellular (commonly referred to as !DEA) was a late entrant into the Indian telecoms market, which had been dominated by Airtel and Vodafone. !DEA began operations in a limited geography of the country...

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