Idea Cellular launches campaign on 3G services in Delhi

Idea Cellular commercially launched super-fast 3G services in Delhi on the efficient 900 Mhz band Friday by rolling out its brand new campaign, #DelhiNahiRukegi.

The company’s 3G services on the 900 Mhz band will offer faster speeds than when such services are offered on another bandwidth – 2100 Mhz band – used in most parts of the country.

Idea third-generation network will be backed by a maze of 2,500 3G and 5,000 2G sites.

Idea said “its first ever 3G network in a Delhi metro on the 900 MHz band with high-calibre transmission and propagation capabilities, would be a jam-free, offering high-speed internet and unmatched indoor internet coverage,” the company said in a media statement.

The company’s 3G customers in Delhi will “have a better experience while accessing services like video telephony, mobile TV, video on demand, music downloads, online gaming, amongst many others,” the company added.

Ambrish Jain, Deputy Managing Director, Idea Cellular, said, mobile users in Delhi NCR were the most evolved consumers in the country with high usage of both voice and data services. But “unfortunately, the high traffic on jammed networks had left consumers sore and looking for a network that offered superior connectivity, both on roads as well as indoors” he said.

He said Idea has invested heavily in acquiring spectrum in the 900 MHz band and in setting up a future-ready, modernised network to cater to the growing demand of mobile users in the region.

A high-decibel marketing campaign #DelhiNahiRukegi which began with a teaser released on November 28, is now gaining eyeballs in the metro, and will be revealed across all key media – TV, Outdoor, Print, Radio, Digital and Cinema – starting Saturday.

Sashi Shankar, Chief Marketing Officer, said, Delhi’s growing population is adding to the pressure on the city’s infrastructure and often results in endless traffic jams which further causes stress amongst citizens. “The upcoming creatives will highlight the plight of Delhiites in various situations, and will suggest a simple solution in the unique Idea way,” he said.

Sanjeev Govil, Chief Operating Officer – Delhi, Idea Cellular, said, Idea has over 6 million subscribers in Delhi with approximately 30% being data users. “The existing 3G users will experience enhanced services and products offerings, while the new subscribers will benefit from our affordable 3G tariffs and superior jam-free network offering better voice and data experience. We are also in the process of expanding our network of world-class service centres in the Delhi NCR region to service customers.”

With the launch in Delhi and the impending launch in Kolkata metro, Idea will now have its own 3G network in 13 circles which contribute to nearly 80% of the company’s revenue and 60% of industry revenue.