Aarti Pahwa, New Delhi
Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Questions such as "Who's watching" or "Kaun Dekh Raha Hai?" come to their mind and they correct themselves. Bringing these twin consumer insights to light, brand Idea has launched a campaign 'Idea 4G - India ka Live Network' via OOH platform. In association with Platinum Outdoor, the OOH arm of Madison World, the brand highlighted the power of streaming HD quality live videos over Idea's network and driving a positive change in the behaviour of people. Alongside, a huge network of campaign was created on static sites.
Whilst the OOH campaign was executed across various circles, some noteworthy innovations are mentioned below.
In Kolkata, at EM Bypass, the agency installed an innovative outdoor LED hoarding with an in-built camera, to capture live footage of road traffic, with the message "Overspeeding par Break Lagao, India dekh raha hai Live".
In Indore, at Vijaynagar square, a hoarding was fit with a dummy CCTV camera with a rotator, giving an impression that 'India is watching Live'. The message on the hoarding said, "Signal todne se pehle soch lo, India dekh raha hai LIVE".
In Lucknow, near Samta Moolak Chowk, Gomti Nagar, an innovative outdoor hoarding was designed with a large cut out of a smartphone, with a rotator camera like object to drive the message to the audience. The message on the hoarding read, "Over speeding par lagao brake, India dekh raha hai LIVE".
In Chennai, at a Egmore Railway Station, Platinum Outdoor installed an innovative LED hoarding with an in-built camera, to capture live footage of people entering the station with the message - "TTR (TC) may or may not be watching. India is watching LIVE".
In Gwalior, at Gurudwara DD mall, the agency designed an innovative outdoor LED hoarding with an in-built camera, to capture live footage of the road traffic with the message "Signal todne se pehle soch lo, India dekh raha hai LIVE".
Sashi Shankar, CMO, 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 gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. 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."
Dipankar Sanyal, CEO, Platinum Outdoor, said, "We are glad that Brand Idea chose us to handle this prestigious campaign across the country. We tried to bring out the essence of the campaign through the Outdoor medium and the execution has been great".