Idea Cellular has launched an ad film for Diwali, created by Lowe Lintas and Partners.
The film features a taxi driver, who finds a fancy mobile phone left behind by a passenger. When the phone rings, the driver disconnects the call. He shuts the handset off and is about to pull the SIM card out, when the headlights of another taxi passing by dazzle him. He undergoes a change of heart and puts the phone back together. When it rings, he picks ups, and tells the caller to take the phone from Paradise Hotel. As he walks home amid the Diwali festivities, a voice over says, “Apne andar ke Raavan ho jalana, ek achcha idea hai” (Burning the Raavan within us is a good idea). He is welcomed at the door of his lit-up home by his wife and son.
Arun Iyer, national creative director, Lowe Lintas and Partners, said, "We've gotten into doing campaigns around festivals and this one is the latest in the series. Last year for Diwali we did the film for the Muslim guy availing a Diwali offer. This year we went for 'Good vs Evil' within ourselves and linked it to the mobile category. It's a common phenomenon to see people losing their mobiles in cabs and there are increasing stories of some honest cabbies returning it to them. So this was the thinking in the latest TVC."