Idea Cellular has rolled out a film to promote its EasyShare feature, through which one can share their web data with others. The campaign has been conceptualised by Lowe Lintas.
The film begins with a young male professional reading about a man having donated his life’s savings to do good. He wonders aloud on when, in their respective lives, would they be able to earn enough to be able to help others. His female colleague replies that they don’t have to wait to earn enough and can start helping people rightaway. She asks a peon in office if he still needs help with his son’s project. He replies in the affirmative. She transfers 100MB worth of data to him and tells him that the internet will be able to help out in the project. Next, a nurse shares data with a young man desperately looking for blood for his hospitalised mother. Elsewhere, a colleague helps his fellow delivery boy who has recently moved to Mumbai with data, to help him with directions. Each of the recipients benefiting from the web access is captured thereafter. The film signs off underlining that to do good, one doesn't need money – an idea will suffice.
Sashi Shankar, chief marketing officer, Idea Cellular, said, “Idea pioneered the development of the internet category with concerted efforts of getting more and more consumers to adopt the internet. Our journey began with the ‘No Ullu Banaoing’ campaign where we built relevance for internet, followed by the IIN series that focused on the power of internet to transform people’s lives. Idea continues its journey with the new ‘Easy Share’ campaign which endeavors to put a value like `Sharing’ back into the spotlight and encourages consumers to share in a truly meaningful manner. All this is beautifully done in the unique 'Idea' way. I am sure you will find it very topical and timely, what with the “intolerance” debate raging. With the growing impact of technology and the rising influence of the internet, sharing gets a new currency with the new Idea ad.”
The ad was released online and on TV on 6 November. The campaign will straddle TV, cinema, radio and digital.
Client: Idea Cellular
Chief marketing officer: Sashi Shankar
Creative agency: Lowe Lintas
Creative team: Arun Iyer, Jaywant Dabholkar, Carlos Pereira, Sanjay Ramanathan and Ketan Karande
Servicing team: Raj Gupta, Satish Ramanathan and L. Muralikrishnan
Planning: S. Subramanyeswar and Ajay Mishra
Director: Amit Sharma
Producer: Prafull Sharma
Production house: Chrome Pictures
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