The story of !DEA is essentially that of a late-entrant, marginalised, challenger brand that joined the big league of the Indian mobile telecom market by the sheer strength of its ability as a brand to create a deeper meaning for people in their lives. By 2007, some of the worldís leading telecom brands had entered India. They were known for their experience in terms of scale, technology and financial ability. !DEA, on the other hand, was ranked a low No. 7, with even its own investors and employees sceptical about its success. Instead of looking for a point-of-difference, !DEA believed in an audacious point-of-view that it exists to empower India and change the lives of people. This inspiration led it to becoming the 3rd largest telecom brand in the country and the 7th largest in the world.