Idea's latest campaign part of its ‘What an Idea’ series showcases opportunities the internet provides across the country.
The campaign consists of three TVCs one of which is currently on-air. The film shows a discontent shopkeeper talking to his photographer about how people have stopped visiting his store because of them using their phones to shop. That's when the photographer thinks of using the phone to his advantage and creating a page for the shopkeeper. The page goes a hit and the man is flooded with orders and enquiries.
Kavita Nair, chief digital transformation and brand officer, Vodafone Idea, said, “Each Idea campaign, over the years, has focused on social issues prevalent at that time and championed causes which are relevant and appeal to urban and rural audiences alike. The new brand campaign ‘Not working? Try Networking’ has been conceptualised with the objective of tapping the immense love and affinity the brand enjoys - by telling short, hope infusing stories. Through the narrative, we highlight the reliability of high speed Internet on Idea 4G which can help spark a million innovative ideas and a million opportunities to create a better future for urban and rural Indians, signing off with the iconic ‘What an idea!’"
Suraja Kishore, CEO, BBDO India, said, “Brand Idea has been consistent in creating a distinct tone of voice in the category by inspiring imaginatively simple solutions to large complex problems, this campaign is topically relevant in amplifying how connectedness can unlock new possibilities for everyone.”
Hemant Shringy, CCO, BBDO India, Mumbai, added, “What we are most excited about in this campaign is how it perfectly aligns brand Idea’s philosophy of ‘An Idea can change your life’ and BBDO’s ‘create acts not ads’. It literally turns inaction to action with a simple yet transformational idea. It taps into the context of unemployment or underemployment and explores new possibilities through a ‘network’ solution. We think ‘Not working, Try Networking’ is the idea of today.”
Client: Vodafone Idea
Creative: BBDO India
Production house: Colonial Films
Director: Sandeep Yadav
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Watch the film conceptualised jointly by FCB Interface and PivotRoots along with Club Mahindra's in-house team