With competition brands littering the category with freebies, it was time for Idea to restart the conversation on the thing that finally mattered – network quality and experience. The ad conceptualised by Lowe Lintas Mumbai draws light on the disappointment that customers stand a chance to experience when they opt for freebies.

Commenting on the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “We have always been different with Idea’s advertising and have based it on real consumer insights. Here the insight was, anything free is always exciting but comes with a nagging doubt of where it is the best? And that doubt exists for all of us. The commercial is a light and witty take on what’s going on in the category right now and hence we are saying ‘No FreeG, Use Idea 4G’.”