Conceptualised by Mullen Lowe Lintas Group, the campaign takes forward the 'No Idea, Get Idea' proposition while promoting Idea's National Mobile Number Portability services
Conceptualised by Mullen Lowe Lintas Group, the campaign takes forward the 'No Idea, Get Idea' proposition while promoting Idea's National Mobile Number Portability services
BestMediaInfo Bureau | Mumbai | August 26, 2015
Click on the image to watch the TVC.
Changing one's mobile connection, finding the network which has coverage everywhere in the country, hassle-free management of multiple connections and bills – these are some of the challenges faced by Indians migrating to different cities in the hope of better living, career, and lifestyle. For those who have 'No Idea' on how to deal with these issues, they can simply 'Get Idea', suggests the new Idea campaign at a time when National Mobile Number Portability (NMNP) service has been launched in the country.
One of the new Idea ads on television shows a young man reaching Kochi from Kolkata and soon after landing at the railway station realises that his phone has no connection. His quest for getting the best network is answered immediately by the locals who suggest, he 'Get Idea'. The people are then seen swaying to the 'No Idea, Get Idea' tune at the platform.
In another scenario, a young career-oriented girl is shown to be shifting base to Delhi from Alwar after landing her dream job. While she is all enthused about making it big in her career, she is faced with the hassle of dealing with multiple bills for her phone, tab and other devices. She has 'No Idea' how to get rid of this chore of managing multiple bills, and that's when her colleagues in the new office suggest her to 'Get Idea'. The thrill of overcoming this problem gets them all dancing to the catchy 'No Idea, Get Idea' tune.
Brand Idea's 'No Idea, Get Idea' campaign was one of the major drivers for its MNP leadership, and the brand has once again used this popular tagline, albeit in a fresh avatar with a catchy tune, to promote the NMNP Services.
Elaborating on the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “Brand Idea has always believed in enriching lives of people through fresh, innovative, yet simple ideas to solve their daily problems. The brand's ability to stay relevant has enabled Idea to become an endearing brand for consumers across all categories and the MNP leadership is a testimony for this attribute. The concept behind this 'No Idea, Get Idea' campaign is to help mobile phone users get access to superior service when they switch cities, at a time when NMNP is a reality. The new ads have the signature Idea feel of being youthful, with catchy music, and conveying the message in a simple manner.”
Under this new campaign, Idea has come up with a series of TVCs capturing unique situations that interestingly dovetail into a story and further ensures a solution in the form of Idea's best-in-class network and customer service. Idea has introduced this new campaign under its award-winning campaign line – 'No Idea, Get Idea' – that continues to resonate with the core essence of the brand. In its earlier avatar, the campaign had won the 'Best Brand Campaign Award' at the World Communication Awards 2011. It had also won Effie Gold in the same year.
Arun Iyer
Arun Iyer, CCO, Lowe Lintas, elaborated, “The key message behind the campaign is simple – No Idea, Get Idea. So what we are communicating through this campaign is that if a person is looking for better network, services, product convenience, brand, then one should Get Idea. Idea has always believed in category building than product advertising. Single bill handling is just one example being used in the story narration while giving out the larger message of 'No Idea, Get Idea'. Here, we are talking about several day-to-day issues and problems people face when they switch cities. Facing multiple bills issue is just one of the instances shown in one of the TVCs. Similarly, there are many others, like network issue, customer service care, etc., which will get highlighted from this series.”
The new ads were released on television on August 12, 2015, in addition to Idea's YouTube channel – Idea NMNP Single Bill TVC and Idea NMNP Same Number TVC – and will be extensively amplified across TV, radio, digital and social media during the next few weeks.
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