The latest entrant in the 4G race, Idea Cellular has launched their maiden communication titled #BiggestSmallChange. The ad conceptualised by Lowe Lintas Mumbai highlights the benefits of their 4G service – like high-speed, great quality, video calling, live-streaming and others. The commercial features actor Vikrant Massey.

Commenting on the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “At a time, when all the major telecom players are talking about 4G, we thought how different Idea canbe in their communication tone. Everyone has spoken about 4G, but not on how 4G can change your life for the better. So we decided to work on this insight and highlight the message that, even though it might look like a small shift in your life, but it is indeed a big deal for people who live online. As compared to the previous Idea campaigns, this time around, we are talking to a different set of audience – the one who is internet exposed.”