Idea Cellular has released its latest campaign that aims to show its connectivity around the nation. Four teaser films were released on 29 November, before a minute-long TVC went on air on 1 December.
The film shows people from various parts of the country singing different variations of a song that has the words 'Honey Bunny'. The lyrics keep changing with each new 'singer'. Halfway through the film, a man questions someone on where he heard the song. The film then cuts to a phone ringing, with the song being the ringtone. The phone belongs to a backpacker who has travelled across the country introducing people he has met to the ringtone and thereby popularising it. The voice over then says, "Idea hai toh, phone will ring".
Ashwin Varkey, executive creative director, Lowe Lintas and Partners, said, "The brief given was that wherever you go in India, there is an Idea connection available. We have an Idea way of saying things. So we developed the idea of people singing a song they heard through someone's ringtone. The story is that a traveller who was visiting various parts of the country had this ringtone and people picked up on that and sang whatever they remembered from the ringtone."
The film will be supported by radio and outdoor among other mediums.