Idea sings the 'Ullu Anthem'

The TVC, created by Lowe Lintas, is an extension of the earlier 'No Ullu Banaoing' campaign, and is timed with the Independence Day spirit and to celebrate freedom from cheats

Sohini Sen | Mumbai | August 13, 2014

Click on the image to watch the TVC.

Idea has long made a mark with its witty television commercials. Their latest is a humorous extension of the earlier 'No Ullu Banaoing' campaign, created by Lowe Lintas. The brand has just released an anthem keeping with the Independence Day theme. However, instead of just celebrating freedom, it is celebrating our freedom from being a made a fool of!

Arun Iyer

"Our previous campaign for Idea – 'No Ullu Banaoing' – turned out to be quite successful. We wanted to see what we could do to keep it relevant and take it up one notch. Also, the timeliness of the campaign which has been released just before Independence Day also provides a sense of freedom from being made a fool," explained Arun Iyer, National Creative Director, Lowe Lintas & Partners.

The TVC brings together a choir consisting of people from across the nation singing a quirky anthem. The theme of the anthem is about how they will not be taken for a ride any more, and they will come out smarter now that their phones have Idea internet. The song, 'Hum Nahi Banege Ullu Aaj Se…', is based on humorous lyrics and a hummable tune, and is sung in a celebratory manner for the freedom begotten from mobile internet.

Sashi Shankar, CMO, Idea Cellular, said, “The new Idea ad is in line with our advertising strategy of being simple, creative and using music to deliver the message in an emotionally appealing manner. I am hopeful that our new ad will stimulate audiences and get them to sing along, and spread the message that Mobile internet empowers users with knowledge and information.”

The campaign, which was released on August 10, will be extended to various media outlets including TV, radio, digital and social media.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Idea Cellular

Creative Agency: Lowe Lintas & Partners

Creative Team: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Amit Hoiyani, Vivek Buchede

Account Management: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Naresh Thakurani

Planning: S Subramanyeswar

Production House: Milestone films

Director: Subodh Menon

Producer: Ajay Vasu

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