Idea Cellular: The 'fool-proof' internet service

This case study shows how Idea, an Indian telecoms company, made the mobile Internet more popular with a humorous campaign.

Idea Cellular: The 'fool-proof' internet service

Team Mullen Lowe Lintas Group India

Campaign details

Brand owner: Aditya Birla GroupLeading agency: Mullen Lowe Lintas Group IndiaContributing agency: Digital Law & Kenneth Communication and MindshareBudget: 3 – 5 millionCountry: IndiaIndustry: Internet service providers; Mobile providersMedia: Mobile and apps; Newspapers; Online video; Outdoor, out-of-home; Radio; Television

Market background and cultural context

Since the early years of mobile telephony in the country, Airtel and Vodafone are two brands that have been large, influential players. But in a short span of 7...

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