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Idea of population control through 3G!

They are back in action, and this time the agenda for Idea is ‘Population Control’ in its latest 3G campaign; watch the TVC here.

Neha Saraiya | Delhi | July 26, 2011

While Junior Bachchan must be rejoicing at home, with his preggy wife (Aishwarya Rai Bachchan) in the wake of the arrival of next generation of Bachchan’s, in the latest commercial of Idea he is shown humming ‘No Aabaadi, No Barbaadi’ slogan to the audience.  Yes, after ‘Caste War’, ‘Education for All’, ‘Democracy’, ‘Walk When You Talk’, ‘Use Mobile, Save Paper’, and ‘Break the Language Barrier’ campaign’s by the telco,  this time the muse is ‘Population Control’.

Sashi Shankar, Chief Marketing Officer, IDEA Cellular says, “Idea brand campaigns have always celebrated Champion ideas which have the power to change the society and the way we live. This time, the Champion idea is 3G which has a strong entertainment appeal, and has been designed to resonate with the larger audience, on a critical subject that looms large on the country. On the other hand, it also promotes some of our 3G based mobile applications.”

Weaved in an interesting manner by the Lowe Lintas team (AOR for Idea), the TVC troubleshoots 3G services as the telephony solution for the population influx in the country. Talking to BestMediaInfo.com, Arun Iyer, National creative director, Lowe Lintas says that they strive the idea as a solution. “While we were discussing the concepts, writer Carlos Pereira in Ashwin’s team, came out with this novice thought of population control. And we then etched it further,” he explains.  

Inspired by Ghulam Nabi Azad’s resolution of electricity as the problem solver to population inflation, the ad strikes off on a note when Abhishek and his friend discusses the issue of over population in India over their morning  newspaper making people resorting to ‘sex’ as a lack of entertainment options available in the country.


Apart from a different theme this time, the commercial is also vivid in its storytelling way.   As Ashwin Varkey, Creative Director, Lowe Lintas reveals, “We thought of using the old style poetry in our film this time. Like, ‘I have a son, who has a gun’; thus that’s how the rhyming of ‘TV’ and ‘Biwi’ were infused in the ad.”

Shot in three different locations- Mumbai, Kokatta and Karaikudi (Tamil Nadu), the ad-film was spread over a six days period of production. Infact Abhishek himself improvised minor suggestions on the sets in order to catch the pulse of the script.  

Besides a current TV spot of 90 sec (that shall be reduced to 60, 45 and 20 sec later on) the commercial is supported by a 360 degree campaign including print, radio, outdoor and Internet. The agency has planned a minimum of six week activity for the campaign.


Creative – R. Balki, Arun Iyer, Ashwin Varkey, Carlos Pereira, Virendra  Vilankar , Tanvi Phadke,  Linesh Desai, Subodh Menon &  Jaywant Dabholkar.

Planning – Suraja Kishore

Business – Raj Gupta, Sujit Sanyal, Sachin Pandirkar, Vishal Bijlani, Prashant Valluri

Production House- Chrome Pictures

Director – Amit Sharma


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Comments (1)
  • Ashi- 9 years ago

    Idea continues with its pathetic and boring ads. The latest one being this crap population control ad. I wonder if their advertising division is being handled by their rivals :)