Switch your network, not your number, advises new Idea campaign

The TVCs for the upcoming Mobile Number Portability service have been created by Lowe Lintas

Nov 25, 2010 03:43:00 AM | Article | Arati Rao

Idea Cellular's latest campaign informs viewers of the upcoming service of Mobile Number Portability, which will be available first in the Haryana circle from November 25, 2010.





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".

According to Arun Iyer, national creative director of Lowe Lintas, Mobile Number Portability will make the mobile telecom game tougher. "It was just perfect timing for a campaign like this, with Mobile Number Portability around the corner. If people are unhappy with their mobile service provider, the campaign tells them which way to go," he said.

Ashwin Varkey, group creative director, Lowe Lintas, added, "There will be an outdoor campaign in Haryana, where the service will be launched first. Similarly, other mediums besides TV will be used when it's introduced for the rest of India in the next couple of months."

According to Rajat Mukarji, chief corporate affairs officer, Idea Cellular, “Idea is ready to enable Mobile Number Portability on its network. We have made substantial investment in network, technology, processes etc. to allow mobile subscribers to switch network and move to Idea, post Mobile Number Portability. Idea has taken the lead in spreading awareness about Mobile Number Portability, amongst mobile consumers across the country."

Anupama Ahluwalia, senior vice president – marketing, Idea Cellular, said, “The ads have been 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. We believe that these are key parameters for consumer satisfaction and will ultimately be the deciding factors for exercising choice, post Mobile Number Portability.” 


Agency: Lowe Lintas                        

Creative: R Balki, Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Carlos Pereira, Varun Panjwani, Virendra Vilankar, Tanvi Phadke and Amol Sutar

Servicing: Raj Gupta, Tarannum Romani, Sachin Pandirkar and Mahesh Sharma

Planning: Suraja Kishore and Meraj Hasan