Idea says use 3G, control population in its new TVC

Dropping the ‘Three Abhishek Bachchans’ format, Idea’s newest TVC goes back to the brand’s campaigns on socially relevant themes. This time, it says its 3G service will help in population control.

In the TVC created by Lowe Lintas, Bachchan’s character says that India’s population growth is caused by the fact that everytime the electricity goes, people don’t have anything else to do for entertainment, and hence end up having sex. Now, with Idea 3G, both the men and the women have something to keep them engrossed with their mobile phones at all times. The film ends with Bachchan’s friend sarcastically asking him, “And what about your baby?” He replies sheepishly, “Before 3G.”

Commenting on the TVC, Sashi Shankar, chief marketing officer, Idea Cellular, said, “Idea brand campaigns have always celebrated champion ideas which have the power to change the society and the way we live. This time, the champion idea is 3G which has a strong entertainment appeal, and has been designed to resonate with the larger audience, on a critical subject looming the country. On the other hand, it also promotes some of our 3G based mobile applications. We have planned a 360 degree communication program to promote the campaign and drive awareness.”

Credits

Client: Idea

Agency: Lowe Lintas

Creative: R. Balki, Arun Iyer, Ashwin Varkey, Carlos Pereira, Virendra  Vilankar , Tanvi Phadke,  Linesh Desai, Subodh Menon and Jaywant Dabholkar

Planning: Suraja Kishore

Business: Raj Gupta, Sujit Sanyal, Sachin Pandirkar, Vishal Bijlani and Prashant Valluri

Production house: Chrome Pictures

Director: Amit Sharma