Idea recently launched a new advertising campaign for the festive season that looks to promote secularism.
The film created by Lowe Lintas and Partners shows a Muslim man standing outside a shop and looking at the price of a certain watch. He reads the price and is disappointed. Seeing this, the shop keeper shows him a card about the special festive offer for Diwali. Pleasantly surprised, the man rushes in, purchases the watch and sends a picture of it to his loved one with a 'Happy Diwali' message. The film ends with a voice over which says, "Dharam jo bhi ho, har tyauhar manaana acha idea hai."
Commenting on the TVC, Ashwin Varkey, executive creative director, Lowe Lintas and Partners, said, "There was no brief given as such for this commercial. Festivals are a great idea for everybody. We thought during Diwali everyone offers discounts and we wanted to show there is nothing like 'apna paraaya' through it. We wanted to communicate that every Indian should celebrate every festival. The campaign has been created primarily for TV, but a radio ad is also on air."
Following the Diwali ad, the brand has also released a TVC which has a theme around Eid.
According to Varkey, one more TVC will be created, which will release around Christmas.
Client: Idea Cellular
Creative agency: Lowe Lintas and Partners