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Idea Cellular has come out with a new ad campaign featuring its brand ambassador, Hindi film actor Abhishek Bachchan. Earlier campaigns for Idea have focused on bringing people together, as in the Caste War and Cultural Difference SMS campaigns. Both campaigns aimed at integrating people through one common thought. And that forms the base for the new campaign, too, which takes up the issue of literacy, especially of the girl child.
The new campaign was launched in two phases. First came the 10 second teaser, which has Bachchan sitting and wondering how he can educate all the children in the country. Suddenly, he looks up with a smug grin and says, “Idea”, and the TV commercial ends.
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Idea also has two 25 second commercials. The creative agency for the campaign is Lowe India. The ad was shot by Chrome Films.
R Balakrishnan (popularly known as Balki), chairman and national creative director, Lowe India, says, “We think of a fresh idea every time. ‘Let's talk to each other' is the thought behind each ad we create. We want people to turn around and say, 'What an idea!' Also, unlike other brands, Bachchan plays a distinct character in each of our campaigns. He never plays himself.”
Sanjeev Aga, managing director, Idea Cellular, says, “We believe that new ideas can change our lives – a thought that has been central to our brand promise from the beginning.”
Education for all, especially the girl child, is what the team wanted to portray through this ad. To promote this thought, they have also tied up with an NGO, Nanhi Kali, and NDTV. Pradeep Shrivastava, chief marketing officer, Idea Cellular, says, “Right now, the project involves only Idea and NDTV, but we hope that more like-minded people will join us on this project.”
Shrivastava adds, “The project will be promoted extensively through a balanced media mix. We will be promoting it through television, print, out of home, digital and a fair amount of mall and on-ground activities.”
Idea will be launched in Mumbai in the near future.
© 2010 afaqs!From ootb, Thu 03 Jul 2008 09:36:30 AM What an Idea!
Awesome
From Why not ?, Wed 02 Jul 2008 12:27:42 PM I guess at some level, all breakthrough ideas at first seem stupid.
Just imagine this - In a gathering of 10 men 100 years back when one probably exclaimed " imagine a device that could help you talk to someone else distant as you move (mobile phone)" The other 9 would have pooh-poohed him and called him a fool. Today it is reality and a part of our lives.
Our quality of thoughts today creates tomorrow's future !
Oh and by the way, WHAT AN OUTSTANDING THOUGHT AND A BRILLIANT COMMERCIAL
Cheers
From sanjay Chauhan, Tue 01 Jul 2008 01:55:36 PM Thecommercial seemed too lenghty and far fetched .
First film had 'what an idea!' factor. The unbelievable part was taken care by comic shade the film had. Its far fetched and unbelievable somehow.
From Ashok Vyavahare, Tue 01 Jul 2008 12:14:51 PM This is concept of IDEA ad brilliant. It has Emotion,humar values...
Finally .......excellent, brilliant, mindblowing, fantastic........AB rocksssssssss
From pranati, Tue 01 Jul 2008 11:57:44 AM A little far sighted but never the less can be achieved...really like the concept...kudos to lowe...wat an IDEA!!!!
From RK, Tue 01 Jul 2008 11:23:01 AM the ad has been created just for the sake of providing a social message without providing any workable solution...
From ravinder, Tue 01 Jul 2008 11:05:44 AM loved it.
From Sujith A, Tue 01 Jul 2008 11:05:21 AM What an idea sirji, bang on communication.
From ouseph, Tue 01 Jul 2008 10:41:50 AM stupid commercial!
From madhu, Tue 01 Jul 2008 10:38:35 AM nice one....bit far fetched? yes. But, nice...
From Pooja, Tue 01 Jul 2008 10:38:04 AM too futuristic yet seems realistic....great going.
From Satish chandrashekar, Tue 01 Jul 2008 10:21:04 AM Awesome!!! What an Idea!
Hats of to Lowe India.
From Sarah Jane, Tue 01 Jul 2008 08:16:50 AM What an idea and a brilliant commercial!
