Idea Cellular has launched two TVCs to woo customers to its network using national mobile number portability. The films have been conceptualised by Lowe Lintas and Partners.
The film (above) sees a man alighting from a long distance train. He describes aloud his move from Kolkata to Kochi and subsequent mobile network issues. He fears having to change his number, associating it with loss of identity. He wonders which service provider would be the best in Kochi and laments that he has no idea. The people around him at the railway platform break into a ‘Get Idea’ song and dance routine highlighting Idea being able to provide ‘Superior network with same number’. The film ends with a voice over saying, ‘Switch to Idea. Bina apna number badle poore India mein’ (Switch to Idea. Without changing your number across India).
Another film is set in a fashion design studio being set up. The protagonist, a young woman having moved recently from Alwar to Delhi, laments about having to deal with three kinds of bills – data card, tab and mobile. She has ‘No idea’ of how to resolve the situation. The other women in the studio break break into the ‘Get Idea’ song and dance routine highlighting ‘India mein jahan bhi jao, chahiye bas ek bill na’ (Wherever you go in India, all you need is one bill).
Sashi Shankar, chief marketing officer, Idea Cellular, said, “Brand Idea has always believed in enriching lives of people through fresh, innovative, yet simple ideas to solve their daily problems. The brand’s ability to stay relevant has enabled Idea to become an endearing brand for consumers across all categories and the MNP leadership is a testimony for this attribute. The concept behind this ‘No Idea, Get Idea’ campaign is to help mobile phone users get access to superior service when they switch cities, at a time when NMNP is a reality. The new ads have the signature Idea feel of being youthful, with a catchy music, and conveying the message in a simple manner.”