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Idea Cellular takes jingle route to cover entire India

Conceptualised by Lowe Lintas, the new TVC shows entire India humming one song - ‘Honey Bunny’

Shachi Tapiawala | Mumbai | December 5, 2012

Idea Cellular launched its new advertisement with a catchy jingle with a slogan ‘Idea Rings All India’. The idea, depicts the diversity, footprint, and seamlessness of our country, and how Idea’s customers benefit from its pan-India network. The new Idea ad has been developed by Lowe Lintas.

The new TVC shows Indians from around the country, with varied cultural backgrounds, connecting as one big happy family of over 120 billion people, all of whom are seen humming one song - ‘Honey Bunny’ - albeit with a regional flavour!

According to Sashi Shankar, Chief Marketing Officer, Idea Cellular, “I’m delighted to see the phenomenal response to the lovable, hummable, ‘Honey Bunny’. The ‘Idea Rings All India’ campaign is riding on this song, and hence the instant popularity of the song is an indication of the initial success of the campaign. The ad has become a rage with the audience with kids, youth, and even elderly people being seen and heard humming the song.”

Talking about the concept behind the new campaign, Shankar added, “In new age India, people are moving and relocating to towns and cities for education, career and family commitments, leading to more travel and communication requirements. Mobile telephony has effectively bridged distances, and Idea’s strong pan-India network offers seamless connectivity across the length and breadth of the country, connecting people with their ‘Honey Bunny’!”

Arun Iyer, National Creative Director, Lowe Lintas said, “The campaign is aimed at highlighting the strength of Idea’s pan-India coverage which helps people of this huge Indian family stay connected with their Honey Bunny’s wherever they go.”

Idea has planned a full 360-degree media spread using TV, radio, digital, outdoor and cinema to support the campaign. Riding on a hummable tune, Idea first released the song and the TVCs, comprising of four teaser ads and a full TV commercial, on the digital medium. The song and TVCs are going viral in the online space generating a lot of buzz and conversation in the social media.

Subsequently, the advertisement was released on Radio with RJs quizzing listeners about the new tune on air and playing the Idea Honey Bunny song at short intervals. The Television release during the highest viewed show – Kaun Banega Crorepati – this weekend, got eyeballs and tongues rolling on the Idea Honey Bunny jingle! Idea also plans to leverage the Outdoor medium and Cinema Theatres to further sustain the campaign over the next few weeks.

The TVC:



Creative:  Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Virendra Vilankar, Varun Panjwani & Sarfaraz Siddiqui

Business: Raj Gupta, Sujit Sanyal, Satish Ramananthan, Sachin Pandirkar, Vishal Bijlani, Shrenika,  Ajeet & Tanvi Pawaskar

Planning:  S. Subramanyeswar, Shujoy Dutta & Sayan Som

Production: Jamic Films

Director: Nikhil Rao


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