In 2000, Tata cellular and Birla AT&T merged to form IDEA cellular, which later rebranded as IDEA. By 2004, nearly 4 million Indians subscribed to IDEA's network. Some of IDEA's campaigns promoted the ideas that mobile phones can connect people across languages and that festivals are for all faiths. Example ads showed a Muslim man shopping during Diwali sales and a taxi driver resisting stealing a lost phone after feeling inspired by Diwali's message of good triumphing over evil. In 2011, IDEA won an e-governance contract providing an automated phone booking system for LPG gas cylinders across 15 circles in India, serving over 30 million customers.

1. HISTORY-
in 2000, Tata cellular provided mobile services in AP. when Birla AT&T brought Gujarat and
Maharashtra on the table these two multinationals merged as Birla Tata AT&T later rebranded
as IDEA. by the end of 2004 nearly 4 million Indians were on this network
SOME CAMPAINS-
 use mobiles same tree
 no language barrier
A FEW ADS-
Idea's next big idea: Festivals are a good idea, irrespective of
faith-
shows that a muslim man wants to buy an expencive piece of jewllery and is sceptic about
it...right when the storekeeper comes and puts up a flier saying 50% off on the jewllery for
diwali...and then wishes the muslim man happy diwali
Idea lights up Diwali with a good-versus-evil story-
this ad shows that a taxi driver finds an unattended phone in his taxi...he picks it up with the
intention of robbing it...as he opens the phone to take out the sim and the battery a light shines
on him and a sudden feeling of good comes in him and he decides not to steal it instead return it
to its righfull owner...thus showing the essence of diwali where good triumphs over evil.
BEST PR BUSINESS SOLLUTION-
Enterprise Big solution: Won the E governance initiative to Idea Cellular during the year 2011-
the first of its kind IVR based LPG gas booking for IOCL & HPCL across 15 circles which is
touching lives of about 30 million IOCL/HPCL consumers and generates about 20 million gas
refills every month. The product has enabled customers to book their gas cylinder by dialing an
IVR number on a 24x7 basis and to receive SMS confirmations for the booking and the
dispatch. this project was initiate in Idea Kerala Circle Enterprise Business Unit team which was
head by Mr George Bernard - General Manager - EBU south circles - the pilot that lasted for
more that 8 months the entire solution roll out across India in 2011 - This is one of top line
enterprise solution that has been deployed pan India.