how Idea Cellular Limited got fans to video chat with Mallika Dua

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objective
solution
execution
youtube video
results
testimonials

objective

Idea Cellular's mission was to put the power of ‘Live Video’ into people’s hands; using it as a platform to educate the audience about rightful behaviour. In order to create awareness about its mission in an engaging manner, the brand was in need of a distinct concept that would create a benchmark in the telecommunication industry.

Solution

In order to effectively implement the brand’s objectives, the campaign used a custom voice-enabled, video chat-bot that allows the users to talk to the face of the campaign - Mallika Dua. In order to effectively execute the brand’s objective, mCanvas created its most challenging ad creative yet, that encouraged users to ask Mallika anything about the power of ‘Live Video’ and how Idea 4G enables the same, along with several general questions that a fan would typically ask a celebrity.

execution

The campaign prompted users to ask several questions to Mallika by tapping on the ‘Tap to Ask’ button on the screen. In response, Mallika Dua would answer these questions in real-time through pre-recorded videos. The ad used Artificial Intelligence (AI), where the ad creative first listens to users’ questions in English and Hindi, and understands the language. Using Machine Learning (ML), the ad could then analyse all the questions asked by previous users and increase the accuracy of responses. For instance, if a user asked a question in Hinglish, the AI detects that it contains English and Hindi. Next, the ML helps accurately assign a relevant answer to that question. The experience was designed to be seamless and resembled a live video call where a user would see his/her own face on the screen just like it appears on a live video call.

see the results for yourself

super sixes

7.2

million users

22 Secs

avg time spent

2.2%

CTR

* 10 times higher CTR as compared to the 0.20% industry average for mobile banners

testimonials

Over the years, brand Idea has built a strong reputation for creating purposeful, conscientious campaigns that encourage change for the betterment of society. The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming LIVE videos over Idea’s robust 4G network thereby driving a positive change in behaviour among citizens. In its endeavour to engage with the digital natives, Brand Idea has always tried digital first initiatives for our ATL campaigns, many of which have been appreciated and rewarded at various digital forums. Our innovative AI and ML aided campaign has set new benchmarks in digital advertising.

Sunita Bangard, President – Marketing, Vodafone Idea Ltd

We at Mindshare always 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.

Niraj Ruparel, National Head – Mobile, Mindshare India