ET calls for ‘The Power of Ideas’ entries

Mudra Group has launched a multi-media campaign to launch The Economic Times Power of Ideas initiative which encourages people to realize their entrepreneurial dreams. Mudra, Tribal DDB and Mudra Marketing Services have jointly worked on the campaign.

Mudra was tasked to create a campaign to call potential entrepreneurs to join a platform which will convert their ideas to business.

Says Bobby Pawar, chief creative officer, Mudra Group, “The long term objective of the campaign is to create a community of entrepreneurs and grow that spirit, not just a beauty show, of ideas.”

He adds, “Besides the actual platform, we wanted to create an opportunity for people to engage with each others’ ideas and to become a part of the community. We are living in an economy of ideas, that’s what this brand believes in, and ideas come from fearless people who don’t necessarily belong to the corporate community.”

The media mix includes TV, print, outdoor, BTL and digital.

There is a quite a huge amount of online buzz that has been created. Apart from the official website for the brand, there is a blog, a viral, a Facebook group, a Twitter group and a LinkedIn group. There is also a group on Flickr where people can post pictures of interesting entrepreneurial ventures. The agency is also planning to launch a character called Ideaswamy which will be used at various online locations. The website has been created by BC Webwise.

Says Vernon Fernandes, group account director, Tribal DDB, “For the web, we are creating content that aids people: inspiration stories, examples, tips, voting opportunities. People can engage in dialogues with like-minded people.”

He also believes that the social media will keep alive the mentorship phase of the initiative once the entries are closed.

The agency has released three TVCs till now and about 40 print ads.  The TVCs cite humourous examples of “bad” ideas and concludes that “good” ideas can be sent to ET Power of Ideas.

Watch one of the TVCs here: