Campaign India Team
Sep 26, 2013

Idea promises ‘showroom services on phone’ with a 1-2-1 dance move

Watch the ad film created by Lowe Lintas and Partners here

Idea Cellular has rolled out a television commercial to promote its 121 offering, the toll free number mobile users can dial to avail offers, subscribe to value added services, internet plans and so on.

Created by Lowe Lintas and Partners, the film uses a dance move to promote the 1-2-1 offering.

The film opens with a boy asking a man directions to the Idea showroom. The man responds with a dance move – he jumps once to the count of one, moves a step to his right and jumps again and says ‘2’, and then takes a step to his left to jump one more time, and says ‘1’ again. He adds, 'Aa gaya Idea ka showroom' (You’ve reached the Idea showroom). The film goes on to show a series of situations where people perform the same move, before showing a boy do the move on a mobile – stepping on the keys ‘1’, ‘2’ and ‘1’ in the process. A voice over explains that users simply need to dial 121’ for the Idea showroom to ‘come to them’.

On the film, Ashwin Varkey, executive creative director, Lowe Lintas and Partners, said, "The service is not Idea-specific alone and everyone in the space offers it. But I don't think anyone has been able to say what exactly this number does. We went back and forth and then decided to keep it simple. 95 per cent of the things one can do at an Idea showroom can be done by dialling in on this number. That was the idea behind the commercial."


Client: Idea Cellular
Agency: Lowe Lintas and Partners

Campaign India

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