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Vodafone’s Idea telco brand in India wants to show how mobile connectivity can empower people who are struggling with work or business. 

The ads tackle the issue of underemployment or a lack of business with a tongue in cheek tone, showing how the Internet can offer up opportunities to anyone from any background. 

Using the tagline of ‘Not Working? Try NETworking!’, three different stories will communicate this opportunity. In one ad, a photographer helps a man running a very quiet saree shop to get more customers. Dressing up the man in the sarees, he publishes funny photos on Instagram, earning the shop owner's new attention and business. 

According to BBDO India, the ads are an extension of a long-term brand positioning for Idea, around the concept of ‘what an idea’.

Suraja Kishore, chief executive of BBDO India, said: “Brand Idea has been consistent in creating a distinct tone of voice in the category by inspiring imaginatively simple solutions to large complex problems, this campaign is topically relevant in amplifying how connectedness can unlock new possibilities for everyone.”

The ads will also be promoted via radio and digital, as well as the three TVC ads.

Hemant Shringy, chief creative officer, BBDO India, Mumbai, said: “What we are most excited about in this campaign is how it perfectly aligns brand Idea’s philosophy of ‘An Idea can change your life’ and BBDO’s ‘Create Acts Not Ads’. It literally turns inaction to action with a simple yet transformational idea. It taps into the context of unemployment or underemployment and explores new possibilities through a ‘network’ solution. We think ‘Not working, Try NETworking’ is the idea of today.”

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