IDEA

Objective
To modify attitude towards need of mobile in rural India .
Break the perception of poor network offered by IDEA.

Strategy
Relate day-to-day usage of a mobile phone in a life of a rural trader in the form of a story. A story narrated and acted by film characters.

Result
10 districts of Haryana covered, reaching about 150 villages adjacent to IDEA towers.
Live demos of IDEA services cleared the image & re-won trust of customers.