They are back in action, and this time the agenda for Idea is âPopulation Controlâ 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 Bachchanâs, in the latest commercial of Idea he is shown humming âNo Aabaadi, No Barbaadiâ slogan to the audience.Â Yes, after âCaste Warâ, âEducation for Allâ, âDemocracyâ, âWalk When You Talkâ, âUse Mobile, Save Paperâ, and âBreak the Language Barrierâ campaignâs by the telco,Â this time the muse is âPopulation Controlâ.
Sashi Shankar, Chief Marketing Officer, IDEA Cellular says, âIdea 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.â
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. âWhile we were discussing the concepts, writer Carlos Pereira in Ashwinâs team, came out with this novice thought of population control. And we then etched it further,â he explains. Â
Inspired by Ghulam Nabi Azadâs 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 Â newspaper making people resorting to âsexâ 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. Â Â As Ashwin Varkey, Creative Director, Lowe Lintas reveals, âWe thought of using the old style poetry in our film this time. Like, âI have a son, who has a gunâ; thus thatâs how the rhyming of âTVâ and âBiwiâ were infused in the ad.â
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. Â
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 â R. Balki, Arun Iyer, Ashwin Varkey, Carlos Pereira, VirendraÂ Vilankar , Tanvi Phadke,Â Linesh Desai, Subodh Menon &Â Jaywant Dabholkar.
Planning â Suraja Kishore
Business â Raj Gupta, Sujit Sanyal, Sachin Pandirkar, Vishal Bijlani, Prashant Valluri
Production House- Chrome Pictures
Director â Amit Sharma
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 :)