press release

September 28, 2019

Idea 4G’s ‘#IndiaKaLiveNetwork’ Campaign by Mindshare & mCanvas Wins 2 Prestigious Awards at MMA Smarties

World’s first video-chat bot mobile ad campaign enabled users to interact with Mallika Dua and educated users about rightful behaviour

mCanvas, the experiential storytelling ad platform for small screens, and Mindshare, the largest media agency of GroupM, are proud to announce that their Artificial Intelligence (AI) video-chat bot ad campaign for Idea Cellular Ltd. has won two bespoke awards at the MMA Smarties India 2019.

The wins were in the following categories:

- Bronze Award in the Most Engaging Mobile Creative category

- Bronze Award in the Mobile Video category

The Smarties Awards was organised by the Mobile Marketing Association, that recognizes the best mobile advertising campaigns in the region and lauds innovation, creativity and success.

Idea’s primary objective was to create awareness around its mission – to place the power of ‘Live Video’ into the user’s hands – as a platform to educate them about rightful behaviour, in a manner that was novel in the digital mobile ad space. To do this, Mindshare and mCanvas co-created a custom, voice-enabled, video chat-bot campaign - #IndiaKaLiveNetwork - that allowed users to talk to Mallika Dua – the brand ambassador.

The creative messaging encouraged users to ask Mallika anything related to the power of ‘Live Video’ and how Idea 4G enabled the same, along with other general questions that a fan would ask a celebrity. She then answered these questions in real time, through pre-recorded videos. On-screen, the users image appears as well, resembling a seamless, live video call experience.

The AI technology enabled the ad creative to listen to the user’s questions in English and Hindi, and to understand the language. Additionally, it used Machine Learning (ML) technology to further analyse all the questions asked by previous users to improve the accuracy of future responses. For instance, if a user asked a question in Hinglish, the AI detected that it contained Hindi and English. Next, the ML helped to accurately assign a relevant answer to that question.

Reaching over 7.2 million users, the campaign saw an impressive click-through rate of 2.2%, which is over 10 times the 0.20% industry average for mobile banner ads. Users spent over 22 seconds, on average, engaging with the ad. Several users even spent more than 10 minutes and asked as many as 39 questions to Mallika.

Further, a large number of users started their conversation with a “Hello” or “Hi”, while some asked “Are you able to hear me?”, which suggests that users thought of the experience as a real time live video chat.

Commenting on the win, Sunita Bangard, President - Marketing Vodafone Idea Ltd., said, “Over the years, brand Idea has built a strong reputation for creating purposeful, conscientious campaigns that encourage change for the betterment of society. The Idea 4G #IndiaKaLiveNetwork campaign highlighted the power of streaming LIVE videos over Idea’s robust 4G network thereby driving a positive change in behaviour among citizens. In its endeavour to engage with the digital natives, Brand Idea has always tried digital first initiatives for our ATL campaigns, many of which have been appreciated and rewarded at various digital forums. Our innovative AI and ML aided campaign has set new benchmarks in digital advertising.”

Niraj Ruparel, National Head – Mobile, Mindshare India, said, “We at Mindshare always look forward to crafting innovative and effective solutions for brands. Consumers have a goal, they seek right content and with voice, they can ask naturally by just speaking. And the one up on the experience on Idea 4G voice driven campaign is that the response they receive is from their favourite celebrity. With a voice enabled video-chat bot we successfully delivered a first of its kind innovation on an effective platform with impressive results.”

Speaking on the big wins, Vishal Rupani, Co-founder & CEO, mCanvas, said, “It is promising to see that our innovations in these campaigns are being upheld in the industry. Delivering outstanding experiences for users, with enriching brand narratives has always been at the core of what we do. We are grateful for being honoured with these awards.”

About mCanvas:

mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit:

Media Contact:
Nigel Dsouza
9619441315 / 022-40360100

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