"Stay
Connected" is a brand promise that looks at
the key purpose of mobile telephony. It converges with
the tangible requirement of 'network depth' & at
the same time, reflects the eternal human need for bonding,
kinsmanship, and relationship forming. This new brand
campaign enables Idea to own the biggest category benefit
of "keeping people connected", through a simple,
unique and likeable expression of connectivity. And
it makes consumers aware that "no one connects
better than Idea".
Slated to run through 2004, the campaign utilizes
all relevant mainline media to propagate the message
to its audiences with 60-second commercial and its
various edits, print campaign & outdoor publicity.
Apart from it, various innovative media / events has
been used to further strengthen the message.
