Sustained Success

Silver
CAMPAIGN
An Idea Can Change Your Life
AGENCY
MullenLowe Lintas Group
CLIENT
Idea Cellular
BRAND
Idea
DETAILS
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.
CAMPAIGN
The Joy Exchange
AGENCY
Ogilvy & Mather
CLIENT
The Akanksha Foundation
BRAND
The Akanksha Foundation
DETAILS
A bigger problem than illiteracy? Getting a non-altruistic society to lend a hand. ëAkankshaí, an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. How do we compel an interested but dormant target audience to apply? We tapped into the human tendency to pay back what we receive from others. Every year, kids from Akanksha Foundation used innovative messaging to engage with society in their quest for teachers. And in 3 short years teacher applications increased by over 864%
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters