Idea cellular's creative ad campaigns

What an Idea "sirjii"!

Ideas cellular brand campaign

Old idea, new idea. - Idea 3G Smartfone TVC

Idea launched a new handset, which is 3G capable and cost Rs 5,850 and the service operator  too offer free bundled services along with the purchase of the handset.

The idea behind new campaign is apart from that the company want to make its 3G handsets accessible to people. The only intent behind the campaign is not to just to sell phones. The intent is to get more people onto 3G because of the fantastic experience that it can offer to subscribers.

There is an old way of living and there is the new way of living. With 3G today on smartphones, there would be a whole generation that would skip computers completely and get on to the Internet straight from their phones. Hence this was a new way of positioning 3G as “the new way of living” and how with 3G one can have new ideas.

It is this idea that has been deployed in the three TVCs for the campaign. The first one has a modern-day mother struggling to meet the pressures of her work life and raising her toddler. Then enters Abhishek Bachchan who shows her how she can use her handset to keep checking on her little one while being in the office  using 3G.

The second TVC has the Junior Bachchan playing a sales executive in a consumer electronics showroom. A couple comes in and inquires for the best price for an electronic item. They are about to leave to find out the prices offered by other stores around but are stopped by Abhishek who demonstrates how with Idea Cellular 3G they can find out the best prices of the product through their handset and help save them the cost of travelling and time.

The third TVC shows Abhishek standing next to a middle-aged fellow passenger outside the airport. He requests the gentleman for his mobile. The person reluctantly parts with his handset and comments that he can use his handset “only” to make calls. To which the Junior Bachchan comments that using handsets for just making calls is an old idea. The new idea is to use handsets for search, mail, shopping, Facebook, etc. This is how he brings out the benefits of using the new Idea handsets with Idea 3G services.

The Idea campaign once again backed up by a complete 360-degree campaign comprising digital, outdoor, radio and print.

Idea 3G Pe BG

Brand Idea’s this ad campaign suggests a simple and effective solution to population problem, through seamless and non-stop entertainment with Idea’s 3G services!

 Idea’s brand campaign, based on a social theme, highlights the country’s challenge of Population inflation and suggests a simple telephony solution.

Lack of entertainment in the lives of ordinary citizens could have often resulted in couples falling prey to unplanned family extensions which has added to the population of the country.Brand Ambassador Abhishek Bachchan in this ad campaign explains to a friend that the root cause of over population in our country is the unavailability of entertainment options for people. He suggests Idea 3G and its many innovative applications such as – Mobile TV, Gaming, Video Calling, Social Networking on Super Fast Internet – that offer non-stop entertainment to help people stay connected and entertained.

Idea brand campaigns have always celebrated Champion ideas which have the power to change the society and the way we live. This time, the Champion idea is 3G which has a strong entertainment appeal, and has been designed to resonate with the larger audience, on a critical subject that looms large on the country. On the other hand, it also promotes some of our 3G based mobile applications. The idea was backed by 360 degree communication program to promote the campaign and drive awareness.

The new ad is yet another addition in the long-running series of Idea campaigns with the popular tag line – What an Idea, Sirji!.

Let's keep cricket clean!

Idea not being one of the official sponsors of World Cup tournament came out with the  never-before-like concept has seen six legendary cricketers coming together under the title ‘Idea Champions of the World’. A series of television advertisements features six World Champions – Kapil Dev, Allan Border, Clive Lloyd, Imran Khan, Steve Waugh and Arjuna Ranatunga – who are shown talking about ways to ‘Keep Cricket Clean’.

The Idea Keep Cricket Clean campaign was launched in the second half of February 2011, coinciding with the World Cup 2011. The campaign was a result of a two-pronged strategy to promote the message of ‘Keep Cricket Clean’ when the World Cup is being played in the Cub-continent, where cricket is a passion and millions of fans like to enjoy the sport in its utmost purity and true spirit.

The Hat-trick

Enveloping three aims in one initiative, the strategic campaign cashes in on World Cup’s popularity, attempts to attract potential, non-potential Idea users, and spreads the message of keeping the game of cricket away from unspirited ways.

The campaign, which was scheduled to run on television till the end of the World Cup, also in a way supported Mobile Number Portability (MNP) and informed the consumer that he can change the service provider without changing his number.

Earlier campaign ‘No Idea, Get Idea’ campaign, which did very well for the brand.  Adding to which, the subsequent ads showed these six World Cup winning captains suggesting the callers to take ‘Idea’ and drop their service providers. As part of the campaign, Idea has also given a chance to fans to connect with these cricket legends and be a part of this unique initiative.

No Idea Get Idea Campaign

Idea Cellular another campaign woos new customers with  the roll out of ‘Switch to Idea’ campaign, IDEA Cellular, the pan-India mobile operator, has affirmed that it is ready to enable Mobile Number Portability (MNP) on its network. Idea has taken the lead to make mobile consumers aware of the upcoming mobile portability service, through its campaign.

The advertisement from Idea shows Idea’s Brand Ambassador, Abhishek Bachchan proposing a new idea to unhappy mobile users to switch to a network that offers better services, better products & tariffs, and better network, through the message – ‘No Idea, Get Idea’.

The new campaign gives a direct message to mobile consumers to ‘Switch to Idea’ as it highlights Idea’s service superiority over others. The series of four ads highlight Idea’s strong Network connectivity even inside lifts and buildings; Customized tariff plans to ensure affordable mobile communication; Transparent balance notification; Accessible and Humane customer care where one doesn’t need to wait for long to talk to an agent – each echoing the plight of mobile consumers and urging them to Switch to Idea.

In the TVCs, created by Lowe Lintas, brand ambassador Abhishek Bachchan encounters people who are experiencing difficulties with their mobile service providers like poor customer care, limited network and a bad tariff plan. When asked why they have such problems, they all respond, "No idea", to which Bachchan advises, "Get Idea".

The ads were designed to demonstrate Idea’s strengths in being a pan-India network offering seamless connectivity across the length and breadth of the country; affordable and relevant products and service offerings; accessible and humane customer care; accurate billing systems; voice clarity and no call drops. 

Idea Language

India is a land of a billion people talking in 22 recognized languages, 850 mother tongues and 22,000 dialects; it is also a land of opportunities for the young Indians who are ambitious , go-getters , and have dreams in their eyes. However , this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country.

Taking note of this growing concern of the society , IDEA Cellular set out to demonstrate how a simple solution can build bridges between people speaking different languages.

Idea Cellular launched India’s first ‘Language Helpline’ a complete out of the box innovative value added service  which will offer conversational support to callers, in as many as 16 languages.

IDEA Cellular launched a new campaign dubbed as “Break the language barrier with an Idea!‘

The new ad from leading mobile brand will unravel an idea which will help millions of Indians – who move out of their homes for Career , Education , Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings – to easily adapt to the change in environment and communicate smoothly.

The new Idea campaign offers a Champion idea to address this concern of our society , through the power of mobile telephony. Brand Idea’s new theme campaign is targeted at the youth and the creative will have a young and modern look , portraying real-life situations faced by the Gen-Next.

The ad has been designed to also demonstrate Idea’s pan-India network which offers seamless mobile connectivity across the length and breadth of the country , and affordability of its products and services. Idea rolled out a 360 degree campaign to reach out to the audience , utilizing all traditional and emerging media platforms.

The Ad  Starts  with 4 Friends visiting Tea Shop for the Last time before they leave for  their respective new work places. Abhishek Observes the Sadness reflecting on their faces  and comes to know that  all were facing the Language problem as these 4 friends were posted on 4 different locations where they have no clue on how to communicate with people out there!!  Sirji gets a Brilliant IDEA  solution for this. Abhishek Suggests How IDEA mobile could be a good Filler for their Communication  deficiency in their so called Unknown Places.

A Marathi guy going to Kolkata, Malayalee going to Haryana,  Bengali going to Kerala and Haryani going to Mumbai…The Challenge is one and Only “Language” and here is  How Sirji’s Idea of having Mobile with these friends could make the Difference.

The Haryaani who has been stuck up in a Strike-hit Train in Mumbai,  finds a way to escape by asking an Excuse for Toilet.. seeks the Help of his Marathi friend for Translation… The Bengali Girl’s Challenge to find a place for living solved by his Keralite friend who Teaches her to Say “Boorne and Broot Up in kolktaaaaaa” with a typical Malyalam accent. Marathi Guy managing to get a Seat in Bengali Bus by Singing A Bengali song aloud.. and how a Malayalee manages to Grab a Cup of Lassi in Haryana.

The Best Part of the Ad is Simplicity the Tea Shop Guy ( Sirji ) shows and says No Language is Necessary to Communicate.. !

The Advertisement is a winner as it brings India together and brings a kind of spark in us spreading how Rich our culture is and how language and culture is exchanged and diversified and how we manage to live in this beautiful country! A Nice Blend of Friendship Values, Culture and the Mobile Technology!

Use Mobile Save Paper

With the growing hazards of global warming and amid intense debate over ways to save the Earth, Idea Cellular’s Sirji!  suggested a simple solution, ‘Use Mobile, Save Paper’ for a green planet. A new campaign developed by Idea’s creative agency Lowe brings out this message in an innovative way. The premise of the new TVC is that the world over, millions of trees are cut everyday to produce paper, leading to alarming rates of deforestation. The TVC showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes – thereby saving tonnes of paper everyday. 

Bachchan Junior plays the role of an agonised ‘Tree’ this time and strikes the idea of using mobile phone to save paper and bring back the greenery around him. As more and more people switch to their mobile screens, from everyday usage of paper, the tree regains life and leaves the audience with a simple message – ‘Use Mobile, Save Paper’.

With Go green as the mantra of this ad Idea Cellular moved one step ahead exhorting consumers to go green by using the mobile phone instead of paper.

Idea Cellular has always been known for its hard hitting, socially relevant advertisements and this ad is a testimonial to that. Developed by Lowe, Idea’s creative agency, the new ad advocates the use of a mobile phone’s value-added services to save paper and consequently protect the Earth. The new campaign abides by Idea’s brand promise of providing a simple, fresh and imaginative solution to a complex problem.

The new campaign was extensively seen across TV, print, digital and outdoor media space.

Talk For India, Idea Cellular

IDEA Cellulars Talk For India Campaign came up with a innovative movement , which urged Indian citizens to rise up in the cause of National Internal Security, as India and the rest of the world commemorate the anniversary of 26/11.

The campaign was designed to raise funds to aid the internal security forces of India , by mobilizing millions of Indians on Thursday, November 26th, 2009.

Idea cellular quoted on 26th November  2009, for one hour between 8:36 pm and 9:36 pm, over 53 million mobile users of Idea cellular  in India will have the opportunity to make their contribution by simply making a phone call.

The net income of all voice calls made within India , during this ‘Talk for India Hour’, will be donated to the Government of India in support of its initiative to strengthen the national security of the country.

The initiative will benefit the thousands of valiant men who risk their lives for the safety of Indian citizens. To ensure that these brave men are well equipped to fight those who attempt to disturb and destruct the country’s national integrity and peace, every one of the select 53 million mobile subscribers is urged to pick up the phone and make a call.

Walk when you talk...What an Idea!

IDEA Cellular the leading GSM service provider launched a campaign Walk & Talk, to bring forward people across different walks of life, age-groups and societies and get them to walk for fitness. IDEA plans to initiate a countrywide movement on Walking & Talking, and expects that ‘Ek Idea pe chal padega India’ .

In its commercial Abhishek Bachchan is playing a Doctor, who quotes how people can get fit by simply Walking while Talking and provoke this idea to the general public.

The new campaign has developed by IDEA’s creative agency Lowe.

In addition to  Promo buzz  “Walk When You Talk” Idea one up step to popularize the commercial,  they  gave a  privilege to the customers by unleashing a web-space for it which contains a “CALORIE CHECK meter”  where one  can check how much calories  they burnt while walking during their talk.

Also they have given a free ring tone depicting “Walk When You Talk – Theme”. 

It also set another freaky buzz in its WALK WHEN YOU TALK CAMPAIGN by reminding  to friends for walking when on a call and was just quite simple to do by  logging on to www.walkwhenyoutalk.co.in .

For the People, By the People

People of the world’s largest democracy, India, witnessed a new dimension of the proverbial ‘Government Of the People, For the People, and By the People’ while watching the newly launched media campaign of IDEA Cellular, a leading telecom services provider. The new campaign gives the idea of ‘Participative Management’ for Governance where two-way communication is encouraged between government and public. 

The brand tagline “What an Idea Sirji!” is the message given by Brand Ambassador, Abhishek Bachchan, which is echoed by the public at large in the story, and even viewers of the new imaginative ad. The ad explores the idea of Government(s) using mobile service as an efficient tool to gather public opinion and support, while taking vital decisions impacting people’s lives.  

The ad aimed at conveying a socially relevant message in an easy-to-understand form to our target audience, which mainly comprises of mobile users and intenders in rural India, and the youth. The campaign highlighted the need for Governance through active public involvement, while promoting the usage of mobile phone.

The theme is relevant to the current times where political campaigns across the world are relying on reaching the voters through mobile and internet. This ad highlight citizen’s empowerment by making the individual’s opinion count.

The new campaign is a milestone in the journey of IDEA’s brand building as it demonstrates the power of an ‘Idea’ by looking at mobile telephony and its benefits in a  fresh, imaginative and elevating way. IDEA intends to create brand equity by continuously achieving excellence through individual insights that connect with the end consumer thus nurturing a culture of positive discussion and empathy.

IDEA connects with consumers beyond transactional offers by looking at mobile telephony as more than a mere communication device. IDEA aims to convey the message that ‘Mobile is a life-transforming tool for millions. It changes lives!.

Idea new ad on 'Education for all'

Idea Cellular  unveiled its new campaign called ‘Education for all’. The campaign has been created by Lowe Lintas. The theme of the campaign is based on the idea that the mobile phone can be one of the means of providing education in rural areas. The campaign carries forward the brand’s positioning, ‘What an idea!’

Brand ambassador Abhishek Bachchan plays the role of the head of an educational institution. When he is challenged by the physically bound classrooms in schools that prevent providing education to many more children who are in need of education, he uses mobile phones to spread education in villages.

It is a 360 degree campaign including various on-ground initiatives like mobile tutorials, online education help as well as support with admission. Idea has also collaborated with NDTV Networks and Nanhi Kali, an NGO for the education of the girl child to launch an initiative.

Idea Caste War Campaign

The Idea Cellular 60-second TV ad and half-page print ads featuring Abhishek Bachchan as a sarpanch boldly takes on the politics of caste and religion to arrive at mobile number replacements for people’s names.

ABHISHEK BACHCHAN, a Bollywood star, filmed a series of ads in 2007 and 2008 for a telecoms operator based on the premise that India's challenges in education, democracy and tourism can be overcome with an idea. "Idea", is, of course, also the name of the operator. And the mobile phone, says Idea, can solve the caste problem as well.

To avoid a caste riot, villagers hold an open court. Mr Bachchan, playing a sarpanch (village head).

Henceforth, no one in this village will be addressed by their first or last names. Everyone will be known by their cell numbers. This should automatically ensure equality.

The villagers change the signs on their doors to carry phone numbers instead of names. A politician campaigns with his number on a banner. 9820935247 weds 9930468194. In the West it has become a cliche that a man must be more than a number; in India, where a name indicates caste, the number equalises.

Rural India may not be literate, but it is numerate. All mobile phones come equipped with a phone book, but many Indians, rather than store a number with a name, search through call records. They are recognising a number, rather than a name. Bachchan's sarpanch is not too far off.

Be it the ‘close aide’ of the political leader in our Democracy campaign; or the ‘Sarpanch’ trying to get rid of caste wars; or the ‘Tourist Guide’ with a foreigner at Taj; or even the ‘Priest’ who has the vision of Educating One and All—each time the character has sprung up with an innovative ‘Idea’ which provides a simple yet effective solution to a problem, by using the mobile phone.