Lowe Lintas' new cellular Idea: Use mobiles, save trees
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Lowe Lintas' new cellular Idea: Use mobiles, save trees
Arcopol Chaudhuri, 07 January, 2010
Mumbai
Idea Cellular continues it’s ‘What an idea, sirji!’ series with its latest film that creates another montage of 'what ifs'. The topic this time is conservation of trees and in this campaign, the telecom major champions the use of mobile phone to save trees. It positions the cellphone as a device to eliminate wastage of paper.
The campaign which breaks on television channels today, has been developed by Lowe Lintas, Idea Cellular’s creative agency. Mindshare is the media agency for the account.
Pradeep Srivastava, chief marketing officer, Idea Cellular said, "As a brand, Idea Cellular has always looked at championing thoughts which have the power to change the society. So with our agency Lowe Lintas, we have previously done campaigns about caste wars, quality education, democracy and ‘walk when you talk’. The latest campaign takes up the burning issue of deforestation and prompts innovative ways in which a mobile phone can reduce paper consumption and ultimately come to the rescue of saving a tree."
Ashwin Varkey, creative director, Lowe Lintas said, "This time, we thought why not give ideas to save paper? There is so much paper that is wasted – simple things like paperless railway tickets, airline tickets open up a world of possibilities where the mobile phone can reduce paper consumption. It's a young and innovative idea about mobile phones being the 21st century solution to eliminate paper wastage, that in turn helps keep our planet green."
In this film, the protagonist, Idea Cellular's brand ambassador Abhishek Bachchan, personifies the lone surviving tree in a forest cut down to feed the paper mills. He falls upon the idea of how the mobile phone could be used as a replacement for paper thus negating the need to indiscriminately fell trees and consequently save the environment. A montage that follows shows a consumer reading the newspaper on his cellphone (m-paper), a waiter in a hotel noting down his customer’s order on his cellphone, an airline boarding pass being checked on the mobile phone itself and so on and so forth. A lady is seen giggling when a flea market salesman asks her if she has any old newspapers to give away.
Watch TVC here
The TVC has been shot across Ladakh, Mumbai and special VFX shots were done at Miniature Studios in New Zealand. Amit Sharma of Chrome Pictures has directed the film.
Great job. Keep up the good work. These sessions are very helpful to us. Most of our staff are at remote locations. These webcasts give us an opportunity to bring our folks together for collaborative face-to-face communications." giochi gratuiti del casinò http://www.delcasinogratuiti.com/
Great job. Keep up the good work. These sessions are very helpful to us. Most of our staff are at remote locations. These webcasts give us an opportunity to bring our folks together for collaborative face-to-face communications." giochi gratuiti del casinò http://www.delcasinogratuiti.com/
Kindly explain why your son is out there campaigning to destroy our Environment ??
I am referring to his ad. of Idea Mobile which keeps showing how one can save trees by using Mobiles …
At the outset I would like to know what is the scientific basis of Idea’s claim to such outrageous statement - to use mobile to save trees. Infact it only shows their scant respect and selfishness for the environment when it comes to making money …
The Cell-Phone and all it’s components is amongst the most Toxic and Non-Green Products.
I think he is therefore misleading people by his Green Campaign aimed at saving the tree. Infact Cell-phones have done more damage to the environment and will continue to do for years so than a few pages of paper of a telephone directory - which are actually biodegradable!
Please google on how toxic the Cell-phone is and you will get my point …
These Advertisers and the Brands are all Hypocrites!
As Puneet has also pointed out, do you think Idea who is promoting "save trees", is doing anything other than promoting its brand "Idea".
Guys take the good message home.. but don't take home "Idea" thinking it stands for social cause! If they are serious about it they would stop their Newspaper Ads first, isn't it?
This is the most beautiful and most admired AD that I have ever seen on television. it has feeling that touch everyone hearts. it should have punch line that "help us to create a better envorinment"
Excellent Idea. The Ad pointed out the problem and also the solution how we can save trees.
At the same time Static (read Outdoor banner & flex banners) campaigns send out a conflicting message to the audience.
In the Static (read Outdoor banner & flex banners) campaigns, You see only the picture of Cut Trees and the slogan "Use Mobile,Save Trees". You can change it by showing people hugging trees or something similar where you can see the tree.
By doing so it sends out a message (atleast mentally)that we still have the power to save trees before it's cut down.
I LIKE THE IDEA OF USING MOBILES AS THE ALTERNATIVE TO PAPER. BUT HERE I WOULD LIKE TO DRIVE THE POINT THAT THE NEWSPAPERS ARE THE BIGGEST CONSUMER OF PAPER INDUSTRY & IN THE RACE OF GETTING BIG ADVERTISEMENT REVENUES THESE PRINT MEDIA COMPANIES SELL THEIR NEWSPAPER & MAGZINES AT VERY CHEAP RATES TO GET THE MAXIMUM CIRCULATION. HENCE WE GET NEWSPAPER OF MORE THAN 40 PAGES FILLED WITH ADVERTISEMENTS.
PLEASE ALSO NOTE THAT AS THE IDEA MOBILE IS A BIRLA GROUP COMPANY SO AS THE HINDUSTAN TIMES.
THUS I REQUEST THE MANAGEMENT OF IDEA TO LOOK INTO THE MATTER & DON'T WASTE THE PAPER (READ TREES) JUST TO GET MORE & MORE AD REVENUES.
This campaign is one of the best I have seen from the Ideas.The message given is very strong.We need these campaigns to educate our societies.I know Idea will come up with more strong ideas in future..All the Best to Idea and to lowe lintas tooo.......Balki is simply gr8....
creativity
is creativity the ways how people can be made happier ?
appreciation
what an idea sir ji,
dear amit sir keep rocking like this,
all the very best for future projects..
Great job. Keep up the good
Great job. Keep up the good work. These sessions are very helpful to us. Most of our staff are at remote locations. These webcasts give us an opportunity to bring our folks together for collaborative face-to-face communications."
giochi gratuiti del casinò
http://www.delcasinogratuiti.com/
Great job. Keep up the good
Great job. Keep up the good work. These sessions are very helpful to us. Most of our staff are at remote locations. These webcasts give us an opportunity to bring our folks together for collaborative face-to-face communications."
giochi gratuiti del casinò
http://www.delcasinogratuiti.com/
Why is Abhishek out to Destroy our Environment ???
Dear Amitji,
Kindly explain why your son is out there campaigning to destroy our Environment ??
I am referring to his ad. of Idea Mobile which keeps showing how one can save trees by using Mobiles …
At the outset I would like to know what is the scientific basis of Idea’s claim to such outrageous statement - to use mobile to save trees. Infact it only shows their scant respect and selfishness for the environment when it comes to making money …
The Cell-Phone and all it’s components is amongst the most Toxic and Non-Green Products.
I think he is therefore misleading people by his Green Campaign aimed at saving the tree. Infact Cell-phones have done more damage to the environment and will continue to do for years so than a few pages of paper of a telephone directory - which are actually biodegradable!
Please google on how toxic the Cell-phone is and you will get my point …
My respects to you and Jayaji,
Pradip
Hypocrites
These Advertisers and the Brands are all Hypocrites!
As Puneet has also pointed out, do you think Idea who is promoting "save trees", is doing anything other than promoting its brand "Idea".
Guys take the good message home.. but don't take home "Idea" thinking it stands for social cause! If they are serious about it they would stop their Newspaper Ads first, isn't it?
Really Idea can change any thing....
This is the great idea i ever seen in my life, me and my all friend's are supportive for this IDEA......
newspapers
Puneet has spoken rightly about the newspapers
one can easily get the latest news using their cellphones (gprs)
(for eg. hindustantimes.com)
what an idea to save tree
This is the most beautiful and most admired AD that I have ever seen on television. it has feeling that touch everyone hearts. it should have punch line that "help us to create a better envorinment"
b"ful...
b"ful ad...good work lintas !!!
Creativity at its best....
Creativity at its best.... what a piece of art ! Sir ji aap Post paid ho ya Prepaid ..... awesome !!
Creativity at its best....
Creativity at its best.... what a piece of art ! Sir ji aap Post paid ho ya Prepaid ..... awesome !!
What an Idea Sirji, However....
Excellent Idea. The Ad pointed out the problem and also the solution how we can save trees.
At the same time Static (read Outdoor banner & flex banners) campaigns send out a conflicting message to the audience.
In the Static (read Outdoor banner & flex banners) campaigns, You see only the picture of Cut Trees and the slogan "Use Mobile,Save Trees". You can change it by showing people hugging trees or something similar where you can see the tree.
By doing so it sends out a message (atleast mentally)that we still have the power to save trees before it's cut down.
DONT WASTE (NEWS)PAPER
I LIKE THE IDEA OF USING MOBILES AS THE ALTERNATIVE TO PAPER. BUT HERE I WOULD LIKE TO DRIVE THE POINT THAT THE NEWSPAPERS ARE THE BIGGEST CONSUMER OF PAPER INDUSTRY & IN THE RACE OF GETTING BIG ADVERTISEMENT REVENUES THESE PRINT MEDIA COMPANIES SELL THEIR NEWSPAPER & MAGZINES AT VERY CHEAP RATES TO GET THE MAXIMUM CIRCULATION. HENCE WE GET NEWSPAPER OF MORE THAN 40 PAGES FILLED WITH ADVERTISEMENTS.
PLEASE ALSO NOTE THAT AS THE IDEA MOBILE IS A BIRLA GROUP COMPANY SO AS THE HINDUSTAN TIMES.
THUS I REQUEST THE MANAGEMENT OF IDEA TO LOOK INTO THE MATTER & DON'T WASTE THE PAPER (READ TREES) JUST TO GET MORE & MORE AD REVENUES.
REGARDS
PUNEET AGARWAL
A strong Idea with a perfect execution
This campaign is one of the best I have seen from the Ideas.The message given is very strong.We need these campaigns to educate our societies.I know Idea will come up with more strong ideas in future..All the Best to Idea and to lowe lintas tooo.......Balki is simply gr8....
Simply great
Both the ads walk when u talk & this one is really a superb idea. It spreads the social messages & is a best example of creativity
blah. methinks i like walk n
blah. methinks i like walk n talk better.
What an idea Sirji....
Excellent idea and good execution. I liked it very much. Of all the ideas the Idea has executed this one for sure is the best.
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