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The new world needs a new ‘Idea’

Idea Cellular has rolled out a new campaign comprising three TVCs made by Lowe Lintas focusing on its new range of 3G smartphones

Surbhi Chawla | Delhi | January 24, 2012

Telecom service providers in India are always required to come out with clutter-breaking campaigns. Idea Cellular has managed to do that job well with its ‘What an Idea’ campaign featuring Abhishek Bachchan conceptualized by Lowe Lintas. Not so long ago, Idea started to offer its cost-effective smartphones and has now launched a new campaign around these devices.

Aurn Iyer, National Creative Director, Lowe Lintas, explained, “The idea behind this campaign is that apart from 3G services, the company wanted to make its 3G handsets accessible to people.” With this objective, Idea has launched a new handset, which are 3G capable and cost Rs 5,850 and the service operator is also offering free bundled services along with the purchase of this handset.

However, Iyer added, “The only thing was that the intent was not just to sell phones. The intent was to get more people on to 3G because of the fantastic experience that it can offer to subscribers.”

Thanks to technological advancement, the world as we know has changed quite a bit. Gone are the days when people would access Internet only through their desktops and laptops. The same experience is now being delivered through mobiles as well. It is this insight that the creative team at Lowe Lintas worked on when it sat down to conceptualise the campaign.

Shedding more light in this regard, Iyer said, “There is an old way of living and there is the new way of living. With 3G today on your smartphones, there would be a whole generation that would skip computers completely and get on to the Internet straight from their phones. Hence, we thought about positioning 3G as the new way of living and how with 3G one can have new ideas. You don’t have to continue living as one was doing five to seven years ago.”

It is this idea that has been deployed in the three TVCs for this campaign that are currently on air. The first one has a modern-day mother struggling to meet the pressures of her work life and raising her toddler. Then enters Abhishek Bachchan who shows her how she can use her handset to keep checking on her little one while being in the office – courtesy 3G.

The second TVC has the Junior Bachchan playing a sales executive in a consumer electronics showroom. A couple comes in and inquires for the best price for an electronic item. They are about to leave to find out the prices offered by other stores around but are stopped by Abhishek who demonstrates how with Idea Cellular 3G they can find out the best prices of the product through their handset and help save them the cost of travelling and time.

The third TVC shows Abhishek standing next to a middle-aged fellow passenger outside the airport. He requests the gentleman for his mobile. The person reluctantly parts with his handset and comments that he can use his handset “only” to make calls. To which the Junior Bachchan comments that using handsets for just making calls is an old idea. The new idea is to use handsets for search, mail, shopping, Facebook, etc. This is how he brings out the benefits of using the new Idea handsets with Idea 3G services.

Iyer accepted that there was a conscious effort made to make sure that the campaign had a sense of continuity with the previous Idea campaigns and yet be able to talk about the new handsets and even services. “After overcoming this challenge and cracking the concept of old idea verses new idea, it was not that difficult,” he said.

The Idea campaign will be backed up by a complete 360-degree campaign comprising digital, outdoor, radio and print.

The TVCs:




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