Idea has extended its ‘No Ullu Banaoing’ campaign to education through its latest TVC. The film conceptualised by Lowe Lintas and Partners features an educational seminar of sorts.
A foreigner from ‘L.U.K University’ addresses potential Indian students. He says, ‘For Indians, it’s a great opportunity to study in one of the world’s finest universities’. An Indian on stage, ostensibly the Indian representative, translates. He says, “Sir keh rahe hain, sirf Rs 30 lakh mein foreign degree paane ka isse acha mauka nahi milega.” (You won’t get a better chance than this to get a foreign degree in just Rs 30 lakhs). He goes on to prompt the foreigner to speak on job prospects. The visitor adds, “Placements! Our students work in such companies across UK and US, that you have no idea.” One of the young men in the audience takes out his smartphone and logs on to Twitter to search for the university. He stands up and tells the speaker that Twitter says that the university’s degree is not valid in UK and USA and tells them to stop ‘Ullu Banaoing’. As the speakers look uncomfortably at each other, the audience breaks into the ‘No Ullu Banaoing’ chant.
Arun Iyer, national creative director, Lowe Lintas and Partners, said, “This is an extension of the ‘No ullu banoing’ campaign. We were looking at insights about common cons in the country and the education scene was one of them. Universities promise the moon, make all sorts of promises and don’t keep up to it. With the internet, social media and all being there, it’s impossible for them to now con students about getting a job etc.”
The campaign went on air on the weekend beginning 29 August. More films on other ‘con’ themes are to follow.
Agency: Lowe Lintas and Partners
Production house: Chrome Pictures