The campaign is live on several media and news websites and has seen engagement from over 7.2 million users. The campaign is witnessing about 8 times higher than the average mobile-banner click-through rate. Interactions with this creative have also been found to last for an average of 22 seconds, with some users spending over 10 minutes.
Speaking about the launch of the campaign Niraj Ruparel, national head - Mobile, Mindshare India said, “We at Mindshare look forward to crafting innovative and effective solutions for brands. Idea, as a brand, does not shy away from taking an unconventional path when it comes to communication. With the video-chat bot ad we have come together to create a first of its kind innovation on an effective platform. By leveraging on Mallika Dua’s popularity, and Idea’s 4G network, we are hopeful of bringing about a change in people’s behaviour, and habits, as well as encourage more people to go Live to highlight societal issues.”
Sunita Bangard, president - Marketing Vodafone Idea Ltd, says, “The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming LIVE videos over Idea’s 4G network, thereby driving a positive change in behaviour among citizens. In its endeavour to engage with the digital natives, Brand Idea has tried digital first initiatives for our ATL campaigns. Our AI and ML aided campaign has set new benchmarks in digital advertising.”