Idea Cellular says hello to all faiths and festivals
Lowe Lintas conceptualised the campaign comprising a series of films highlighting the powerful message of secularism
Shachi Tapiawala | Mumbai | November 21, 2012
Idea Cellular's ongoing campaign has blended the spirit of celebration with our pluralistic society and come up with a simple yet powerful thought that “it is a good idea to celebrate all festivals of all religions, no matter what faith one may follow”. Lowe Lintas conceptualised and execute the TVC that has successfully brought this thought to life.
The idea was to deliver a profound message through simple stories featuring common people. The films utilise music very effectively, are high on emotion and make an instant connect with the viewer. The campaign talks about simple ideas that use mobile telephony to bring about positive changes in people's lives. The issues it addresses cut across caste, creed, region and religion and in doing so, finds its fan following in the hinterland as much as among those in the metros.
Sashi Shankar, CMO, Idea Cellular, said, “India is a land of many religions and faiths. Religious diversity and religious tolerance are well established in our society. Ours is also a country that celebrates the maximum number of festivals – Eid, Diwali, Christmas, Holi … The campaign thought is brought alive through a number of films, and the first two – 'Diwali' and Eid – are currently on air.”
Ashwin Varkey, Executive Creative Director, Lowe Lintas, said, “This happens to be the season of festivals of all religions – Onam, Ganesh Chaturthi, Eid, Diwali, Gurupurab, Christmas, Sankaranti, etc. Idea salutes festivals this season, showing how celebrating festivals regardless of one's own faith can be a good idea, thus fostering communal goodwill and cheer. This festive season, Idea wanted to engage with consumers at an emotional and more individual level, make the brand more endearing, and give the message of communal goodwill and cheer in keeping with the brand's essence.”
This is primarily a television-led campaign. Besides, Idea is using its own media to promote the campaign, which includes caller tunes, ring tones, etc.
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/c019d011eb186ab510bb6182e05651c64b01d62ae9da6f6d7ecb51dd12a79100.jpg)
/ "idea-tvc")