MUMBAI: Known for creating cult campaigns, two powerhouses BIG FM and Idea Cellular have joined hands to create interest among consumers about the new way of sharing internet through the 'India Sharing Season' campaign.

The radio activation is an extension of Brand Idea’s ongoing ‘Easy Share’ campaign which has been promoting the idea of internet sharing amongst people by highlighting the reality of people’s busy lives where they believe they can do good for society only through donation. The ad series propagates that doing good for someone should not stop at donation but should be in ways that truly empowers those in need, such as sharing internet with someone who is in need or does not know how to use it.

As part of the BIG FM brand ethos, the radio station has joined hands to promote Idea’s ‘sharing of internet’ program, as a ‘Life Banao’ initiative from their tagline ‘Suno Sunao, Life Banao’. BIG FM has already starting engaging listeners across its 31 stations to contribute their unique stories on ‘sharing’.

Popular shows like ‘Suhana Safar with Annu Kapoor’ and interstitials like ‘Aktor Calling Aktor’, ‘Chutki Aur Shopkeepaa’ have integrated the new way of sharing in their own style. Through Stand Up For Share, a one hour stand-up comedy show on air, comedians will create humour around the idea of sharing according to Indians. The final phase of this one of its kind campaign will have a 92.7 hour RJ Marathon, which will celebrate and encourage the listeners to join and pledge for the new way of sharing internet. Talking about how sharing has evolved over the years, RJ’s will encourage listeners to inspire each other to share. The campaign will also see the launch of India’s first shareable website, www.indiasharingseason.com that will go live on 26 January, 2016.

On Idea Cellular’s association with BIG FM for India Sharing Season, Idea Cellular CMO Sashi Shankar said, “The Internet has become a necessity for people, today, giving them the ability to access information and other resources. While some have already joined the bandwagon by becoming digitally savvy, there are billion others who need to be connected. To spread the power of mobile internet amongst people, Brand Idea suggested a simple idea of sharing the internet with those in need and the uninitiated, through the ‘Easy Share’ campaign. We are happy to partner with BIG FM for spreading awareness about this cause, and are confident that it will help us drive the message of internet sharing to a wider audience.”

Talking about the campaign, Reliance Broadcast Network Limited CEO Tarun Katial said, “We constantly strive to provide our listeners with innovative concepts and appealing content. This one of its kind campaign in association with Idea Cellular will certainly grab the attention of our audience and we hope that they take notice of this new way of sharing internet and use it effectively to help others. We are promoting this campaign aggressively across all our platforms.”

The initiative will be promoted through a high-decibel marketing campaign which will integrate Reliance Broadcast Network’s multimedia platforms, coupled with strong on-ground activations.

Idea Cellular was the first mobile operator to offer a range of ‘Easy Share’ plans on prepaid which come with the feature of sharing mobile internet with other Idea users.