Idea Cellular rolls out second TVC promoting secularism

The TVC has been conceptualised by Lowe Lintas and the theme is Eid

Shachi Tapiawala | Mumbai | November 23, 2012

Idea Cellular has rolled out yet another campaign in its secularism series, conceptualised by Lowe Lintas. The new campaign talks about simple ideas that use mobile telephony to bring about positive change in people's lives.

Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “The campaign thought is brought alive through a number of films, the first two – Diwali and Eid – are currently on air. The issues that the Eid film addresses cut across caste, creed, region and religion and in doing so, finds fan following in villages in the hinterland as much as among the educated elite of the metros.”

The TVC showcases the husband-wife relationship where the wife urges her husband Raj to take a saint's day from work. The husband agrees and promises to take her out for lunch. On the way she realises that it is Eid, a day of celebration and hence a holiday, and taunts her husband saying “Chutti ke din chutti lene ke liye thank you”. It is then that he notices people wishing each other and he too wishes her.

Ashwin Varkey, Executive Creative Director, Lowe Lintas, said, “Idea salutes festivals this season, showing how celebrating festivals regardless of one's own faith can be a good idea. This fosters communal goodwill and cheer. Like the Diwali TVC, Idea wanted to engage with consumers at an emotional and a more individual level for Eid too.”

The commercial would be promoted by using their own media to promote the campaign, which includes caller tunes, ring tones, etc.

Ambi MG Parameswaran, Executive Director & CEO, Draftfcb + Ulka, when asked for his opinion on religious sentiment based campaign themes, said, "Idea has over the years tried to take a high ground in its communication, espousing causes like literacy, saving trees etc. The latest ad is an attempt at trying to celebrate religious diversity of our country by encouraging diverse communities to come together and celebrate all festivals. It is a good thought and will reinforce the brand promise of 'doing good'. Whether people will really embrace this idea is a moot point since religious biases are deeply engraved in society and cannot be erased through a 30 second commercial for a mobile service provider. As someone said we know India is a secular country because we declare holidays to celebrate all religious festivals!"

The TVC:

Shachi@BestMediaInfo.com

Info@BestMediaInfo.com