!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...