Idea Cellular has rolled out a campaign for its 'My Idea' app. Conceptualised by Lowe Lintas, the films urge Indians to do their work themselves, starting with tasks on their smartphone with the 'My Idea' app.
One film opens with a young man lying down on a sofa and playing a game on a console. His friend asks him to move, so that he could pick up his clothes from under him. As the man puts it in a bucket and proceeds, his friend on the console, passes his smartphone towards him and asks him to recharge it for 3G. The voice over says, 'Humaara na, yehi problem hai. Apna kaam apne aap koi nahi karta hai' (this is a problem with us, nobody does their own work).
The friend asked to recharge the phone says 'idea' to himself and takes the phone. He searches for the 'My Idea' app, and gets the man's finger to press the download button. He then continues using his finger to recharge his phone. He tells him, 'My Idea' app, apne aap' (on your own).
The next scene shows a musical band performing. One of the members' father comes in, pulls out the plug to the speakers, and asks him whether he's downloaded his grandmother's bhajan (devotional song) on her phone. The man uses his father's finger to download the song on the app. As the father is surprised by the speed of the work, his son tells him, ''My Idea' app, apne aap.
A third scenario shows a man walking in on his friend while he's changing. As the man shuts the door and waits outside, he asks whether his (mobile) plan has been changed. The man, who still hasn't finishing changing, opens the door slightly and tells his friend to use the 'My Idea' app.
Another film features a boss asking his secretary to pay his mobile bill. She leads his fingers to the app.
The films went live on digital channels on 9 February 2016 and are on air currently.