Perhaps that is the reason why Facebook – one of the biggest internet companies in the world – has embarked on its ambitious Internet.org project that will bring the internet to those people who do not have access to it. Not really a philanthropic move by the company, Internet.org will enable it to create a larger business value for itself and its partners, while empowering millions of fresh inter
net users from emerging countries in the world. There is another company called Idea Cellular – an Indian mobile service provider from the Aditya Birla Group – which is claiming to empower users by helping them use the internet to their advantage. While Facebook’s Internet.org uses technology like balloons and satellite drones to bring internet access to mobile phones for free, Idea’s IIN is just built over the internet – the already present World Wide Web of vast information to whosoever that can access it. IIN = Internet
Launched in December 2014, the IIN ads have targeted a varied consumer segment where it portrays people who couldn’t complete their studies for whatever reasons, finally looking content after having joined IIN. In this TVC conceptualised by Lowe Lintas and produced by Crazy Few Films, we see an enthusiastic young boy not letting an IIT rejection kill his urge for further learning. The boy’s father strongly believes his son is only good for the family baking business. Left with no choice, he joins his father in the bakery, though his heart lies in gaining knowledge. They say – where there’s a will, there’s a way, so the boy joins Idea’s IIN. This means he continues to seek knowledge by using his data-enabled mobile phone while working at the bakery. One day he surprises his dad with his invention of a talking drone to deliver stuff to the bakery. He credits IIN when asked how he learnt to make a drone. World recognition follows soon after, while the ad film focuses on IIN as the ‘greatest place to learn’.
