Idea Cellular, as continuation of its ‘Switch to Idea’ campaign, has launched two TVCs conceptualised by Lowe Lintas and Partners.
The ad film (above) opens in a living room where a young man is seated in a chair looking at a framed photo. As he puts the picture back in its place the protagonist mentions his move from Chennai to Ahmedabad and how much he has been missing his family and friends ever since he arrived. He further speaks about being very occupied with work during weekdays and bored on weekends. People around him, neighbors, people passing by his house break into a ‘Get Idea’ song and dance routine highlighting Idea being able to provide entertainment over the weekend with 'Weekend Internet Packs'. The film ends with a voice over saying, ‘Switch to Idea. Bina apna number badle poore India mein’ (Switch to Idea. Without changing your number across India).
Another film features a student who has moved from Patna to Pune, finding his way to his room in a college hostel. He laments about not being able to connect to the internet and running pillar to post to get some amount of network connectivity to download content. The 'No idea - get Idea' theme plays out, with the song and dance and the brand's sign off.
Credits
Client: Idea Cellular
Creative agency: Lowe Lintas and Partners
Creative team: Arun Iyer, Jaywant Dabholkar, Carlos Pereira, Sarfaraz Siddiqui, Suyog Madhik
Business team: Raj Gupta, Satish Ramanathan, Muralikrishnan. L, Ankit Rathod
Planning team: S. Subramanyeswar, Ajay Mishra
