Platinum Outdoor launched Idea’s 4G campaign ‘India ka Live Network.’ The OOH campaign was executed all across the country which was based on the input that public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?”
Moreover, unruly and improper behaviour such as jumping traffic lights, throwing garbage from car windows on the road and smoking in public areas is generally carried when no one is watching. However, as soon as people realise that traffic police, concerned authority or public is watching, they immediately rectify their behaviour.
With that powerful insight, Idea launched this innovative campaign. The brand effectively utilised the power of Live Video to bring a change in society.
In Indore a hoarding was fit with a dummy CCTV camera with a rotator, and installed at a square, giving an impression that ‘India is watching Live’. The message on the billboard read, ‘Signal todne se pehle soch lo, India dekh raha hai LIVE.’
Also, another billboard was placed at Egmore Railway Station, Chennai, with an in-built camera to capture live footage of people entering the station with the message – ‘TTR (TC) may or may not be watching. India is watching LIVE’.
The unique campaign successfully used the potential of Idea’s network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.