Abhishek Bachchan shows the power of 3G in new Idea campaign
Conceptualised by Lowe Lintas, Idea Cellular demonstrates the power of Smartphone technology by resolving an issue of mass concern
Neha Saraiya | Delhi | February 21, 2012
Consumers are at the cusp of the arrival of the age of digital lifestyle in their daily lives. This is stimulating companies to find out ways in which the 'digital lifestyle' is changing consumer behaviour, challenging their beliefs and enabling them to live a more fulfilling life. In a quest to demonstrate the impact of mobile Internet on consumer's lives today, Idea Cellular has come up with a new campaign conceived by its long-standing agency, Lowe Lintas.
The theme of the new Idea 3G Smartphone campaign is to bring out the contrast between 'Old Societal Ideas' and 'New Age Ideas'. It showcases how in the future society will migrate from the current lifestyle to an exciting, online lifestyle that impacts the way people work, play and interact with each other.
Giving an insight into the campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “Idea's communication has been about simple ideas that have the potential to change your life.. The current 3G Smartphone campaign is rooted in the same philosophy – it demonstrates how the adoption of mobile Internet will modify our everyday behaviour, habits and beliefs to help overcome obstacles, real or imagined, that hold us back from realising the best we are capable of and be the enabler of positive change in our lives.”
Like the earlier campaigns, the film is plotted around a serious issue resolving situation. Brand ambassador Abhishek Bachchan convinces an eyewitness of a brutal public killing to stand up for justice. Reluctantly, the eyewitness, who had recorded the entire episode of the killing on his phone, shares the video with Bachchan, who then uploads it on YouTube. Soon, the video spreads like a fire through the social networking sites among people in various colleges and offices. The people go on rallies demanding 'hang up the goons'. Next, the defence lawyer asks for an eyewitness to be produced. To which the prosecutor shows the video uploaded on the Internet saying that the video has received 2,583,810 views. The TVC ends with the guilty being sentenced by the court in the background of Bachchan promoting the power of Idea 3G Smartphone.
Aurn Iyer, National Creative Director, Lowe Lintas, explained, “The Idea 3G Smartphone campaign will be extended across all media. The agency has developed an extensive plan, with a mix of both conventional and non-conventional media vehicles, to populate the 'New Idea' of a digital life in society.”
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