It’s been almost 10 years since I left my hometown to pursue my education like thousands of other students in a city which is now termed as Kota Factory. My father bought me a new mobile handset and along with that a new SIM card for me to carry and call whenever required. Over the years, this handset was replaced by a smartphone and the SIM card transformed to the now available nano sized SIM card. But there was one thing that was constant and still is. You might have guessed it by now. If not, then get an Idea, sir Ji.

Throughout my journey from stepping out of my homely environment to facing the real world, Idea network has been a constant companion and a trusted friend for me. This trust wasn’t just built in a moment but developed slowly over the years. Whether it’s video calling over the phone with my family or just browsing content and inspiration for my assignments over the internet, this network provider has provided a constant and reliable communication channel.

I remember an instance when I decided to go for a trek during my college vacations. I got stuck in the middle of nowhere at night alone because it took me longer than other people in the group to reach the top. One option was to shout and call for someone in the group to help which didn’t look like a feasible option to me at that time because people would have already reached the base and might not be able to hear me. So, I nervously turned on my phone fully expecting that there would be no network coverage at this height. Luckily, there was still network albeit weak but it solved my purpose.

Idea to me is a brand that weaved itself into the lives of the people. The ‘What an Idea Sir Ji’ campaign stood for bringing a positive change by creating awareness and targeting the needs of a common Indian. They promoted education for all through an advertisement where with the help of a mobile phone a school teacher was teaching not just the children sitting in her class but also the children from nearby villages who didn’t have the privilege to go to school. This subtly delivered message resonated deep within me. Not only this, the brand also implored everyone to stay fit by walking while talking on the phone through its ‘Walk and Talk’ campaign so that people can make use of the mobility given by the mobile phones. This telecom company also tried to focus on creating an environment conscious society by appealing to use mobile phone instead of paper to reduce paper wastage. They started a never thought before democracy campaign through their advertisements to use internet and make a conscious decision while voting.

All the efforts resulted into Idea being the third largest telecom company in India. With such a large consumer base not just in telecom but in other sectors as well such as clothing, cement or insurance, Aditya Birla Group is creating an impact on society by making customers socially aware through its corporate identity and social activities.

Fundamentalist

An 'Idea' That Changed My Life - Mehak Gupta, MDI Gurgaon