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.
According to Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular “IDEA’s brand campaign celebrates Champion Ideas which have the power to Change. The ad is 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. Through our new campaign, we wish to highlight the need for Governance through active public involvement, while promoting the usage of mobile phone”.
The new campaign has been developed by Idea’s creative agency, Lowe.
Speaking about the concept behind the new ad, R. Balki, Chairman, Lowe said, “The theme is relevant to the current times where political campaigns across the world are relying on reaching the voters through mobile and internet. Through this ad, we are highlighting citizen’s empowerment by making the individual’s opinion count.”
The new ad, based on the theme of ‘Democracy’ is the fourth in the series of IDEA’s campaign with its brand ambassador. The preceding ones carried the message ‘Championing a world without caste’; ‘Championing a world in which no one suffers from the disability to communicate’; and the third one based on the theme ‘Education for All’.
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!’.