An 'Idea' for the clueless

By Ashee Sharma , afaqs!, New Delhi | In Advertising | August 21, 2015
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Idea Cellular's new ad campaign reiterates the brand's MNP (Mobile Number Portability) leadership and suggests migrating Indians to switch to its network for better connectivity and convenience.

Changing one's mobile connection, finding the network which has coverage everywhere in the country, hassle-free management of multiple connections and bills 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, Idea suggests switching to its services, through a new 360-degree campaign, led by television.

The TVCs, created by Lowe Lintas and Partners, are part of Idea's 'No Idea, Get Idea' campaign which was rolled out alongside the launch of National Mobile Number Portability (NMNP) service in the country. It had won the 'Best Brand Campaign Award' at the World Communication Awards 2011 and an EFFIE, the same year.

Sashi Shankar

As per industry data/TRAI reports, over 131 million subscribers have switched network over the last four years, ever since MNP was launched. Idea has been the top choice of mobile users opting to switch network, ever since the service was introduced in 2011 at the intra-circle level. It has recorded the highest net gain in the industry, with over 14 million subscribers added to the network till date, informs Sashi Shankar, CMO, Idea Cellular.

In addition to the campaign, Shankar attributes the company's MNP leadership to its pan-India network coverage, superior customer service, convenient access and a strong product portfolio.

Speaking about the TG for the campaign, Shankar says, "The 'No Idea, Get Idea' campaign is targetted at people who move from one city to another and don't wish to change their mobile number. These would include working professionals who change cities for career growth, students who go out of their native cities for further education and all others shifting locations for any other reason."

"The concept behind this 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 and a catchy jingle to convey the message in a simple manner," he adds.

Idea Cellular claims to be India's third largest national mobile operator, with over 165 million subscribers. It is part of the Aditya Birla Group Company, which ranks No. 4 globally, and No. 1 in Asia Pacific in the 2011 Top Companies for Leaders (TCFL) study, conducted by Aon Hewitt, Fortune (the global business magazine) and the RBL Group. It operates in 36 countries, and is anchored by more than 120,000 employees belonging to 42 nationalities.

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