This time they are going to highlight why India is so populated. The game starts with Junior Bachchan and his friend discussing issues of India over population.Soon lights go off and people are left with nothing other than passing time. And guess what whats anything better than having fun with your biwi (wife). Here starts the real fun. And then things fall into places, the rest is what you will find out.

[Source]

Taking its ‘Use Mobile, Save Paper’ campaign further, Idea Cellular has partnered with the two coffee chains to make it possible to eliminate the use of paper in transactions. Through a unique mobile software application, which has been made available at CCD and Barista outlets, people can download the menu card and bill on their mobile phones, thereby eliminating the need to use paper for these purposes.

Customers, who come to these outlets, will be informed about this initiative. They will be given the option of downloading the application onto their mobile phone, through a Bluetooth transfer. The home screen of the application will have three options: Order, which enables the customer to browse the menu, select the items to be ordered and see the order summary; Bill, where the customer can view the total bill for the items ordered; and About Us, which carries information on the campaign.

Pradeep Shrivastava, chief marketing officer, Idea says, “”The initiative works as an extension of our campaign, and is not something done for revenue imperatives. The bigger objective is to connect with a large base of mobile users, especially the youth, and get them to use mobile phone applications more judiciously in their day-to-day activities, to save paper.”

The service is free of cost for customers, and is available to all mobile users, irrespective of which service provider they use. The initiative started on February 14, which happens to be Valentine’s Day, and will run up to the end of this month.

The application can be downloaded at 90 of Barista’s outlets, and at 75 CCD outlets in Delhi, Mumbai, Bengaluru, Kolkata, Chennai, Hyderabad and Pune.

Once again treading the social advertising path, the new Idea campaign showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, and issue e-tickets and boarding passes; thereby saving paper everyday.

[Source]

The ideas were conceptualized specifically for OOH media and originated from brainstorming sessions between Idea Cellular and the creative team at 141 Wall Street.

One of the new ideas, which has been executed on bus shelters and gantries across cities, consists of multiple LED figures of people standing in a line. The figures are holding phones to their ears. A sequential lighting system has been used, where two people are lit simultaneously. The lights keep moving down the line, one after the other, such that it seems like the two people are walking across the creative.

Idea Cellular – Walk when you talk ad

Focusing on the fitness factor related to walking and talking, one of these shows a cut-out of a fat man sitting atop the creative, thereby causing a dent in it. Another one shows a hoarding divided into two parts. The larger portion of the hoarding with convex edges reads “Before walk when you talk”; and the other portion, with concave edges, reads, “After walk when you talk”, implying a fitter body after ‘walking and talking’.

The innovations have been executed in Ahmedabad, Mumbai, Pune, Delhi and Hyderabad by 141 Wall Street and in Bengaluru, Lucknow and Jalandhar by Platinum Outdoor. [Source]