Chennai: Addressing the growing phenomenon of the need for validation on social media, Brand Idea has launched a campaign titled #MeriRealLife, encouraging people to share real stories using Idea 4G.
There are over 400 million internet users in India and over 50 per cent are active social media users. Rapid proliferation of 4G has enabled better internet speeds, resulting into Indians now spending almost 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by people sharing and consuming videos and photos on social media, a statement from the firm said.
The campaign is designed to propagate “Responsible Use of Social Media” with the tagline “Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao”.
Elaborating on the campaign thought, chief marketing officer, Vodafone Idea Limited, Sashi Shankar, said, ‘Through #MeriRealLife, Idea wants to power an alternate wave of thinking that encourages people to share real, unfiltered stories and drop the pressure of chasing and sharing perfection on social media. “MeriReallife” is more than just a campaign; it is an idea, a contrarian way of thinking that India needs for positive social transformation.’
#MeriRealLife campaign is developed on the basis of research inputs from mental health professionals from MPOWER, an organization that aims to end stigma and encourage dialogue around mental health, a release said.