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A little less than a year ago, Mumbai, the financial capital of India, came to a standstill as terrorists went trigger-happy. The ordeal was a rude awakening for the government and security forces, as citizens came forward with angry reactions. Protest marches and candle vigils were held throughout the country to express a unified voice of resentment.
As the country commemorates the first anniversary of 26/11, Idea Cellular has come up with a new campaign, Talk for India, to mark the day.
According to the campaign, the net income of all voice calls made by Idea subscribers within India on November 26, for one hour between 8:36 pm and 9:36 pm, will be donated to the Government of India, in support of its initiative to strengthen the national security of the country.
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A television commercial created by Lowe Lintas, and featuring brand ambassador, Abhishek Bachchan, is currently on-air. The TVC shows a sombre Bachchan among a silent crowd that is holding lit candles. Bachchan states that silent protest marches showed solidarity last year; and this time round, he would "talk for India".
The TVC has been directed by Amit Sharma and the production house is Chrome Pictures. Ashwin Varkey, creative director, Lowe Lintas is the creative head and the copywriter is Subodh Menon.
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"We would like to believe that the Mumbai terror attack was a globally recognised unfortunate event. Thanks to the media coverage and the siege of a hotel like the Taj, the event remains in the psyche of the people," says Pradeep Shrivastava, chief marketing officer, Idea Cellular.
"We realised that there is suppressed anger and a feeling of helplessness among people and we should harness the energy -- hence, the campaign. The 'Talk for India' hour begins at 8:36 pm when the first bullet was fired. This is not a regular advertisement, but a movement," Shrivastava adds.
Talking to afaqs!, Varkey says, "While a silent protest march was the way to express solidarity last year; this year, we are giving the people an alternative."
Idea Cellular's earlier campaigns have showcased the brand offering quirky solutions to social/political problems. While those solutions are clearly just the brand's point of view with a humorous undertone, 'Talk for India' shifts gears towards becoming more practical.
"We have to give an idea in each of the Idea commercials. Yes, there is a slight fantasy element involved. However, 26/11 is not an issue where you can just give an idea or point of view," Varkey says.
A 360-degree campaign has been designed for the initiative, with extensive promotions on radio, mobile networks, outdoor and in-shop. Idea has also partnered with NDTV, Rediff and Big FM for the campaign.
Mindshare handles the media duties for Idea.
Talk for the campaign
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The campaign has evoked mixed responses from the advertising fraternity. While the initiative to donate funds has been appreciated, some doubts remain.
Deepesh Jha, creative head at Rediffusion-Y&R, Delhi thinks that while the intention to donate is noble and goes with the brand's platform of taking up social causes and changing public opinion; but the initiative could also raise doubts in the mind of some people, who would consider this to be a gimmick.
Ankur Khurana, brand partner, planning, Orchard Advertising, Bengaluru raises similar doubts, when he says that the campaign could create some confusion in the minds of people, who might see it as a publicity stunt.
"The thought behind doing something for 26/11 is very good. But I believe it will do little for the brand except confusion; especially coming immediately after the latest set of 'walk and talk' commercials," Khurana says.
On the commercial, Jha says, "The execution is somber, as one would expect it to be. One can also understand the limitations in not referring to the tragic event overtly. But somewhere in doing that, the intensity and passion from Abhishek's appeal has also got diluted."
© 2010 afaqs!From neil judson, Sat 21 Nov 2009 12:29:38 AM Indeed it could be only Idea which could come up with such an idea. No matter what people perceive they have strong adherence towards cultural, ethical and social values. It is understood from most of their ads having this reflection. If they have come up with “Talk for India” a short campaign of 15 or 20 days we should welcome and appreciate it. If really they had some wrong intentions they could have much long campaign on more sensitive issue. Wishing Pradeep and the team a successful campaign which is already a great start
From ranbir, Fri 20 Nov 2009 09:21:18 PM good initiative taken by idea .but giving money to govt is a bad idea,because if govt has to manage the funds then they already have more than sufficient funds to handle anything.
After 1 year if some body has taken a good initiative against a social cause .We must support it .Criticising it just for the reason that they would have done something earlier is a bad idea.
From Rajeev, Fri 20 Nov 2009 07:16:23 PM its a very good initiative take by Idea cellular. i agree to shreeram iyer. u dont have to talk about terror attack only in that one hour. its just about rescheduling your routine calls between 8.36 to 9.36...i really liked this nicely shot film and i appreciate idea cellular for taking this decision of donating money to govt. WHAT AN IDEA SIRJEE!!!
From Ramesh, Fri 20 Nov 2009 06:57:47 PM Well. its good to have a point of view.
Some people say it a gimmick, some say its brilliant, some say its a publicity stunt and some feel it will jus be passe in few days.
Here's my POV.
we all are marketers, and this a good example of how the brands relevance among the consumers can be strengthened.
this campaign is, fitting in the proposition of the brand - IDEA.
the idea is to take a stand. a stand which is strong enough to resonate among the core TG of IDEA.
But IDEA should not do the mistake of just initiating a thought and leaving it half way. This thought should be taken forward, to a next level and should become a platform in itself. something like the Lead India Campaign.
Cheers to Team IDEA & LOWE.
This time we all will TALK FOR INDIA!
From Abhishek Jain, Fri 20 Nov 2009 06:00:23 PM Nice thought by idea unless and until they are not cheating the customers. Otherwise, seriously "what an idea sirjee!!"
From Piyush , Fri 20 Nov 2009 05:43:11 PM I think it's a wonderful gesture. Hats off to team Lowe and Team Idea!
From DVL, Fri 20 Nov 2009 04:24:31 PM PAISE CUSTOMER KE AUR NAAM AAPKA!!!!!......what and idea sirji!!
From Mads, Fri 20 Nov 2009 04:08:24 PM Oh so IDEA has this brilliant idea of making consumers talk and use their money and offer it to the victims????? how much has the company helped the victims on their own without using our money...so is it like we talk and pay and they take the credits???????? and that too after a year??? We have a better IDEA...we talk ...u pay and u take the credits :)
From SK, Fri 20 Nov 2009 04:05:40 PM its a very good initiative take by Idea cellular. i agree to shreeram iyer. u dont have to talk about terror attack only in that one hour. its just about rescheduling your routine calls between 8.36 to 9.36...i really liked this nicely shot film and i appreciate idea cellular for taking this decision of donating money to govt. WHAT AN IDEA SIRJEE!!!
From Mohammed Azharuddin, Fri 20 Nov 2009 03:52:46 PM Diveya are you working for idea only becoz your comment shows that you are!!!!!!!!! what a bad idea sirjee!!!!!!
From Gaurav Kapoor, Fri 20 Nov 2009 03:08:40 PM This is a big marketing propoganda..with an objective of doing something different and establishing IDEA as a people's connection. But instead of giving money to Gov.of India, they must have choose to give money to Victim's family those who lost there family member that too earning members of the family.
Instead of spending money in buying media to show off their propoganda better give that money to needy victim's family members.
From Avinash Deshmukh, Fri 20 Nov 2009 02:29:27 PM the idea is good if it is targeted at creating funds for victims...
But it would be ridiculous to think that this ad will add subscribers....If i have to help I won't do such funny things...or switch to idea mobile....i have seen countless people opting for new vodafone or docomo connections...i don't know why.......but some said..that their network for superior...
From vandana, Fri 20 Nov 2009 02:25:39 PM after the no-show recent ads of IDEA (celebrities sidharth and sriya, whre the 'walk an talk' have been used to show 'annoying others',) here is another of wrong usage of the brand's idea (pun) .... sirji , yeh nahin chalega..reeks of takign avantage in an insensitive ,manner and holier-than-thou......isnt one supposed to keep SILENCE and remember than talk and donate...at least the 1-hr donation cd hv been avoided aor the precision- timed called ...loks like idea doesnt walk its own talk..!!
From soham, Fri 20 Nov 2009 02:24:47 PM what a cheap marketing gimmick! coming from a brand that frivolously piggy backs on social issues...this latest initiative is a joke. One request - stick to walking and talking please...cos when it comes to walking the talk, you fall woefully short!
From Aditya Tripathi (Bangkok Exhibitions), Fri 20 Nov 2009 01:21:35 PM I agree that Idea is using 26/11 for its marketing but even if they are using it the cause behind this is good. There are many big companies in India....... not only in telecom sector but other sectors also... if all these big names try do give something out of their profit (like idea will do) the amount that will be generated for the funds will be huge and this can help the people who have suffered in terrorist attacks... something which helps some1 without disturbing or damaging any1 can be used in marketing….
From Neha Dhingra, Fri 20 Nov 2009 01:12:03 PM Great Initiative , Idea has taken into account. This is the best way for those who cannot help the people during this disaster directly. The emotions of the peole affected during 26/11 was very well connected with the Brand & the message.
From Shivanee Shirgaonkar, Fri 20 Nov 2009 12:17:18 PM While the idea is neat, i have my apprehensions about the fund donation bit. Its been a year to this episode and the media is still talking about victims who have not yet received monies from the government that they were promised.
Instead, why not Idea creates a body by itself to donate the collected sum amongst those who suffered?
From Ashwini, Fri 20 Nov 2009 12:16:29 PM It is undoubtedly a good idea to raise a point of issues like terrorism. Donating the fund raised to the government can definitely raise some eyebrows which simply conveys that we don't trust the we choose by ourselves. Anyway, its a fresh approach and should be appreciated.
May be we need to bring out such issues more often as the memory of we Indians is really short.
From Amit Sharma, Fri 20 Nov 2009 11:53:18 AM A sensitive issue like 26/11 should not be taken as an marketing opportunity.Though, Idea cellular is known for its social cause oriented campaigns but this is something different, you cannot capatilize on the death anniversy of so many innocent people.
What were the Idea cellular & its brand ambassador - Abhishek Bachchan doing whole year? Why after 360 days?
Its clear that behind the idea of creating awarness against terrorism, financial help to security forces there is one objective: company profit!!
From Sriram Iyer, Fri 20 Nov 2009 11:41:11 AM So, from 8:36 to 9:36 p.m. when we're supposed to remember the martyrs and the victims of the terror attack, all Idea subscribers would be talking about random things, like any other day. Boyfriend problems, Sachin's 20 years, latest B'wood release and gossips and everything else.
Don't get me wrong, the thought is noble and very good. But again, I guess they could have done something else in terms of not just restricting the consumer to talking on the mobile. Again, just my 2 cents. I'd be more than happy if Idea donates a lump sum to the Govt.
From Diveya Shah, Fri 20 Nov 2009 11:40:55 AM with these kind of initiatives by IDEA CELLULAR , i think i should switch to idea
what an idea sirji
From Sheela Kothari, Fri 20 Nov 2009 11:15:54 AM I thnk the effort should be appreciated but donating the fund to the Govt.......as others said......is not right...Idea could use the amount in doing something or constituting a body...........for using the Fund....
From Shaila, Fri 20 Nov 2009 10:40:45 AM Good ad n unique idea of collecting funds for the security forces but bad idea of giving it to the Govt. A trust or corpus should be formed by Idea who should handle disbursement accordingly.
If the intention is to donate to the Govt, sorry i will not be talking!!
From Vikram Brahma, Fri 20 Nov 2009 09:48:52 AM Brave effort. Everyone know that idea ads highlights some social/ political cause - so thinking it's just a publicity stunt is wrong. Think about it..what you have done for the any social cause before commenting on this...
Regards,
Vikram Brahma
From Kumar Gaurav Saxena, Fri 20 Nov 2009 09:37:03 AM I agree to Deepak and Ankur's comment but I think consumer today very well understands the difference between gimmick and reality whether it is this campaign or Shah Rukh Khan's press conference on US security.
