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Taking the Idea 4G – India Ka Live Network campaign forward, Idea has started a new movement mobilising people on social media to bring about a positive change in India. The brand is urging people to use the power of ‘live video’ on Idea 4G as a tool to change behaviour of fellow citizens -- the way it has showcased in its ongoing television, digital and outdoor ads.

The Idea 4G #IndiaKaLiveNetwork campaign is based on the insight that people are on their best behaviour when they know they are being watched. Hiding behind the veil of anonymity, people often display irresponsible behaviour, which gets immediately corrected when they know the world is watching them.

Idea is rallying a ‘Live Tribe’ of people on Facebook and Instagram who will be encouraged to start using their mobile phones to go live and capture videos of any irresponsible behaviour with the objective of bringing about a positive change among Indians.

Popular personalities, including Rannvijay Singh, Karanvir Bora and Varun Pruthi, have joined hands with Idea as Captains of the Live Tribe. These celebrities will go live on their respective Instagram handles to spread awareness on a range of issues that are close to their heart.

According to Sunita Bangard, National Brand Head, Idea, Vodafone Idea, said, “Over the years, Idea has built a strong reputation of creating purposeful, conscientious campaigns that encourage change for the betterment of the society. Continuing with the theme, the new #IndiaKaLiveNetwork campaign highlights the power of streaming live videos over Idea’s robust 4G network, thereby driving a positive change in behaviour among citizens.”

The campaign began on Idea’s Facebook page @idea with teasers that went live on March 5, 2019. The movement was kickstarted by Rannvijay Singh followed by Karanvir Bora and Varun Pruthi.

One can join the Live Tribe on Facebook and the celebrities on Instagram and watch the recordings on facebook@idea.