Recently Idea Cellular carried campaigns in Karnataka to familiarize people with their brand name which changed from Spice to Idea. Their brand ambassador Abhishek Bachchan was all over Karnataka (hoardings, newspapers) and most importantly online, that too in Kannada. Oneindia Kannada carried this campaign Ozone Media.
We have always found that ‘language’ text link and display banners get a better response than English when a user is on our language channels. Advertising in language media is nothing new – for ages advertisers have been advertising in language newspapers and TV channels.