65% of the audience is now watching videos with mobile internet : Idea Cellular

Telecom operator Idea Cellular today said Indians are now spending more than 28 hours a week on mobile phones and this mammoth increase in consumption of 4G data has been fuelled largely by video.

Idea said that the average time spent watching videos in India has doubled in the last couple of years and with affordable 4G pricing, approx. 65 percent of the audience is now watching videos on the mobile internet and nearly 8.5 hours of video content every month.

The telco further said that in the last 18 months, it has focused on promoting Idea 4G starting with "The Biggest Small Change" campaign, followed by the "Naya India Banayenge" campaign that democratized 4G for people from all walks of life. The "LookLook" campaign showcased the coverage of Idea's 4G network. The NoAjnabee campaign focussed on Idea's Digital apps portfolio - Idea Games, Idea Movies & TV and Idea Music furthering the 4G proposition.

Meanwhile, Idea comes with the latest brand campaign "A video can change your life" focuses on the transformative role of Idea 4G via the medium of videos.

With its latest campaign, in true Idea style - 'A video can change your life' - aims at elevating the role of Idea 4G beyond the category conversation around speed, coverage, content, and apps to reflect its transformative role in people's lives and society.

Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, "Videos are a universal language that transcends literacy, and hence hold immense power to transform. The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos do not just entertain us, they influence us, stir emotions, inspire, move and lead us to positive actions. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better."

"While bringing this idea to life, we knew the power of a video had to be felt through the emotion it evokes and the action it inspires. And our campaign needed to reflect that," adds Sashi Shankar.

The TVC has been directed by ace filmmaker Shimit Amin, who has directed the critically acclaimed blockbusters Chak De! India, Rocket Singh - Salesman of the Year, and Ab Tak Chappan. It has been developed by BBDO India.