Idea Cellular moots a public-police bond this Raksha Bandhan

Watch the ad film created by Lowe Lintas and Partners

Aug 12, 2013 02:57:00 PM | Video | Pooja Ahuja Nagpal

Idea Cellular has released an ad film around the upcoming Raksha Bandhan festival. The TVC created by Lowe Lintas and Partners went on air on 7 August.

A young woman on a bike stops by a policeman to ask for directions. He addresses her as sister (behenji) and guides her. On hearing ‘sister’, she checks his wrist to see that he isn’t wearing a ‘rakhi’ and asks him why. He replies that he has been on duty since morning. She takes a rakhi, ties it on his wrist and wishes him ‘Happy Raksha Bandhan.’ He gets emotional and says that he has nothing to gift her. He insists that she take his number and reach out if she ever has a problem. A voice over signs off saying, “Public aur police ka beech bandhan - ek accha Idea” (A bond between public and the police, is a good idea).

On the campaign, Arun Iyer, national creative director, Lowe lintas and Partners, said, “Idea Cellular releases a TVC for every festival. Previously, we have had TVCs for Diwali, Eid, Christmas, Valentine’s Day and Holi. So we thought we should take the property forward and create a TVC for the upcoming festival of Raksh Bandhan which is a big celebration for Indians.”

“Normally one associates the festival with a sister tying a rakhi on her brother’s wrist and he makes a promise to protect her. So we decided to give the idea a spin. The police works very hard for safeguarding the society and citizens. So we developed a story where we have a young girl located in city and she is lost. She approaches the policeman for help. She then decides to tie a rakhi on his wrist as a gesture of thanking him for the service provided. The idea was to bring a lot more trust in the equation between the citizens and the police,” Iyer added.


Client: Idea Cellular
Creative agency: Lowe Lintas and Partners
Creative team: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Sarfaraz Siddiqui
Planning: S Subramanyeswar, Sridevi Nair, Sayan Som
Business: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Sheetal Ganju, Joydeep Mukherjee
Production house: Lintas Productions
Director (film): Rahul Sengupta