Break The Language Barrier With An Idea!

IDEA Cellular launches new campaign under the popular 'What an Idea, Sirji!' series; Watch the TVC here.

Hitesh Ranot | Delhi | August 30, 2010

Imagine getting a lucrative job offer from a far flung city in India; the offer excites you, but the thought of living in a place where a different language is spoken, makes you doubtful. Would you leave the offer only because you cannot speak the language, or overcome the hurdle by adopting a simple idea and give wings to a bright career ahead?

IDEA Cellular's Sirji has proposed a unique idea to overcome the language barrier in its new campaign. The campaign is conceptualized by Lowe Lintas.

India is a land of a billion people talking in 22 recognized languages, 850 mother tongues, and 22,000 dialects; it is also a land of opportunities for the young Indians who are ambitious, go-getters, and have dreams in their eyes. However, this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country. Taking note of this growing concern of the society, IDEA Cellular has set out to demonstrate how a simple solution can build bridges between people speaking different languages.

The new ad from leading mobile brand will unravel an idea which will help millions of Indians - who move out of their homes for Career, Education, Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings - to easily adapt to the change in environment and communicate smoothly.

Idea Brand Ambassador, Abhishek Bachchan (aka Sirji), who has in the past been seen in various avatars such as the Sarpanch, Tourist Guide, School Principal, Politician's aide, Doctor, and even a Tree, will now be seen in a completely different role in the new ad. The Sirji character who has won millions of hearts with his smart ideas and witty comments will give a new idea to overcome the language barrier, without speaking a language!

Speaking on the new campaign, Anupama Ahluwalia, Vice President – Marketing, IDEA Cellular, said “Almost every Indian has gone through a situation where one has struggled to communicate with another fellow Indian just because of language. India's diversity lies in its languages, and rather than being intimidated by this barrier, we need to just find a simple solution to overcome it and easily adapt to different environments and people. The new Idea campaign offers a Champion idea to address this concern of our society, through the power of mobile telephony. We are confident that the new brand campaign will build a strong connect with the audience and further grow Idea's over 70 million subscriber base.”

Brand Idea's new theme campaign is targeted at the youth and the creative will have a young and modern look, portraying real-life situations faced by the Gen-Next. The ad has been designed to also demonstrate Idea's pan-India network which offers seamless mobile connectivity across the length and breadth of the country, and affordability of its products and services. Idea will roll out a 360 degree campaign to reach out to the audience, utilizing all traditional and emerging media platforms.

The new ad is yet another innovation in the series of Idea's campaigns with the popular tag line – What an Idea, Sirji!. The preceding campaigns - 'Championing a world without caste'; 'Championing a world in which no one suffers from the disability to communicate'; 'Education for All', 'Participative Governance', 'Walk When You Talk', and the recent 'Use Mobile, Save Paper' campaign - all abide by the essential brand promise of providing a simple, fresh and imaginative solution to a complex problem of the society.

Hitesh@BestMediaInfo.com

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