MxMIndia

Tag: Idea

  • The campaign will be promoted through TV, radio and digital media

    Idea shifts focus to unemployment in latest ad campaign

    By A Correspondent

     

    Telecom brand Idea has launched a new campaign under ‘What an idea’ theme to address the issues of unemployment and underemployment. Titled NOT working?  Try NETworking!’, the campaign showcases the myriad opportunities that internet, through Idea 4G network, throws open to people from different age groups and socio-economic backgrounds, across India.

     

    Said Kavita Nair, Chief Digital Transformation & Brand Officer, Vodafone Idea Limited: :Idea was the first telecom brand in India to take a step beyond the transactional plane to showcase how mobile telephony can transform peoples lives in a positive manner. 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.”

     

    Developed by BBDO India and directed by Sandeep Yadav, the campaign will be promoted through TV, radio and digital media.

     

     

  • The 360-degree campaign has been developed by BBDO India

    Brand Idea gets India grooving with #SabKaTimeAaGaya

    By A Correspondent

     

    Brand Idea is launching a 360-degree media campaign to launch the ‘Har Recharge Pe Extra’ promotion. As per the new offer, on every recharge, all Idea prepaid customers will get assured benefits of unlimited calls, cashback and extra data during the offer period. The campaign has been developed by BBDO India.

     

    The campaign with the tagline #SabKaTimeAagaya shows faces from all walks of life, dancing in a signature step, bringing vibrant energy and connecting everyone. This energy is further accentuated by use of a lively and happy tune with the lyrics – ‘Aagaya Aagaya, Sabka Time Aagaya’.

     

    Speaking about the campaign, Sunita Bangard, President – Marketing & National Brand Head- Idea, Vodafone Idea said: “Extra always delights. With Brand Idea’s Har Recharge pe Extra promotion we aim to create delight for all our prepaid customers. We hope that India will dance away to the catchy jingle of #SabkaTimeAagaya with every recharge.”

     

     

  • The campaign highlights the power of streaming HD quality live

    Idea encourages good behaviour with its new ad campaign

    By A Correspondent

     

    Idea has launched its new ad campaign ‘Idea 4G – India ka live network’.

     

    Speaking about the campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea said: The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”

     

    The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.

     

     

  • National 4G campaign goes live; tells 'What's big deal about 4G'

    Idea takes #TheBiggestSmallChange route for its 4G launch

    By A Correspondent

     

    Brand Idea is geared up to communicate the experience on 4G LTE and how it can bring about ‘The Biggest Small Change’ in the life of people who live online, through its new campaign. With this campaign, Idea is reaching out to the people who relate with their smartphones like a TV screen where they watch movies in High Definition (HD), use video calling to share special moments with friends, live stream cricket matches or just simply indulge into gaming with online community and they need all that at faster speed and with even superior internet experience.

     

    The new TVC, which was released on TV and Digital on 3rd June, brings alive an array of benefits through situations where consumers can be seen truly living the 4G experience as it goes on to answer the question that’s on everyone`s mind: `What’s the big deal about 4G?`. The TVC captures the essence and the spirit of today’s youth which lives in the moment and wants to share and capture each and every aspect of their lives.

     

    Talking about the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Since we are talking to a digitally savvy audience, the Idea 4G launch campaign will see the brand in a new avatar – a younger, more energetic, hi-tech look and feel. For the first time ever, we have worked with international directors who are known for their work in the area of technology and computer graphics. In terms of treatment, the film has a fast pace, dynamic, international feel and a vibe and energy that the digital natives can identify with.”

     

    Idea’s 4G LTE services are presently available across 10 telecom circles, thus this national campaign will be further amplified to deliver one constant messaging on positioning the ‘experience’ that a consumer gets on the Idea network across the country.

     

  • India's mobile users dance to ‘No Idea, Get Idea' tune and connect with the No. 1 MNP operator

    Idea targets emigrants in new campaign on MNP

    By A Correspondent

     

    Changing one’s mobile connection; finding the network which has coverage everywhere in the country; hassle-free management of multiple connections and bills – are some of the challenges faced by Indians migrating to different cities in a hope of better living, career, and lifestyle. For those who have hassles in dealing with these issues, they can simply take an Idea connection, as is suggested in the new campaign by Idea.

     

    One of the new Idea ads on television shows a young man reaching Kochi from Kolkata and soon after landing at the railway station realizes that his phone has no connection. His quest for getting the best network is answered immediately by the locals who suggest, he ‘Get Idea’. The people are then seen swaying to the ‘No Idea, Get Idea’ tune at the platform.

     

    In another scenario, a young career oriented girl is shown to be shifting base to Delhi from Alwar after landing her dream job. While she is all enthused about making it big in her career, she is faced with the hassle of dealing with multiple bills for her phone, tab and other devices. She has ‘No Idea’ how to get rid of this chore of managing multiple bills, and that’s when her colleagues in the new office suggest her to ‘Get Idea’. The thrill of overcoming this problem gets them all dancing to the catchy ‘No Idea, Get Idea’ tune.

     

    Elaborating on the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Brand Idea has always believed in enriching lives of people through fresh, innovative, yet simple ideas to solve their daily problems. The brand’s ability to stay relevant has enabled Idea to become an endearing brand for consumers across all categories and the MNP leadership is a testimony for this attribute. The concept behind this ‘No Idea, Get Idea’ campaign is to help mobile phone users get access to superior service when they switch cities, at a time when NMNP is a reality. The new ads have the signature Idea feel of being youthful, with a catchy music, and conveying the message in a simple manner.”

     

    Under this new campaign, Idea has come up with a series of TVCs capturing unique situations that interestingly dovetail into a story and further ensures a solution in the form of Idea’s best-in-class network and customer service. Idea has introduced this new campaign under its award-winning campaign line – ‘No Idea, Get Idea’ – that continues to resonate with the core essence of the brand. In its earlier avatar, the campaign had won the ‘Best Brand Campaign Award’ at the World Communication Awards 2011. It had also won EFFIE Gold in the same year.

     

  • Presenting Celebrity Endorsement Data which comes from TAM AdEx and Celebrity Buzz Data that is from Eikona

    Vital Stats: Kareena, HUL & Idea top Celebrity Endorsement & Buzz in Jan-June 2014

    Celebrity Endorsement during Jan – June 2014

    Source : TAM AdEx

     

    Presenting Celebrity Endorsement Data which comes from TAM AdEx and Celebrity Buzz Data that is from Eikona. Here’s how this data can be helpful for the media industry and professionals:

     

    Eikona Data(Celebrity Buzz): While selecting a celebrity for a brand, the connect between brands and a celebrity is always important. The brand personality and celebrity personality have to complement each other. Eikona data with the help of attributes/adjectives used to describe the celebrities can be helpful for the advertiser/advertising agencies to select the proper fit for the brand.

     

    TAM AdEx Data (Celebrity Endorsement): Celebrity Endorsement Data showcases the visibility of celebrities during the breaktime on TV through Ad Volumes. This can be a great help for advertiser, advertising agencies, celebrity management companies to keep track of their celebrity brand endorsement.

     

    When we are talking of celebrities and the buzz they create, why have words. Let the figures (no pun intended) do the talking.

     

    Source: Eikona

     

     

     

  • With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet in the 'ullu banoing' ad

    AdStrat: Idea Internet: No more foolin’ around

    Arun Iyer, National Creative Director, Lowe Lintas, India

     

    Name of the campaign: ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The brief: With a focus to grow from a mobile broadband business and position itself as a strong data network services, Idea wants to demystify data services to the larger Indian population by giving its own unique cut of “a telephony idea that can change your life”.

     

    The challenge: With Airtel & Vodafone already well entrenched into their data journey, Idea had the challenge to find a unique take on mobile internet, that helps the users to own an appropriate mobile internet.

     

    The approach: The way it was to be done is to dip into an interesting cultural truth that consumers across the country can identify with, and resolve it using Idea’s data services.

     

    A common phenomenon in almost every part of India, is how some people to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts. One can see it everywhere; from some autos to taxis taking a longer route if you are new in a city, to big scams like selling off disputed land to a third party. This manner of making a fool of someone is colloquially called “ullu banana”. So what can Idea resolve here?

     

    The team felt if information is the key to this problem, then Idea can resolve it by offering information on fingertips through its data services. Idea can offer instant access to information through the internet or other services such that Indians are no longer ill-informed and can be saved from these big and small con artists.

     

    The creative idea: ‘With Idea internet in hand, no one will get conned’ when rendered in a creative way led to ‘Idea Internet lagoing, India ko no ullu banoing’

     

    The execution: The approach to communicate this message was through an informative yet funny film that showcases occasions where people usually misuse information to their advantage. But, their lie is exposed with the instant access to information on phone through Idea’s data services. Example: A guide lying to tourists who then search on the web and the truth is exposed; to a man dropping names to escape a cop but is caught etc. All the while the dominant message being – now with Idea’s data services nobody can fool anyone in India.

     

    Credits:

    Creative: Arun Iyer, Ashwin Varkey, Jaywant Dhabholkar, Carlos Pereira, Subodh Menon, Sanjay Ramanathan, Sebastian Gonsalves, Vivek Buchude, Rohan Wakkar and Prasanna Bhave

     

    Account Management: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Muralikrishnan, Sneha Saha

     

    Planning: S Subramanyeswar

     

  • Brilliant! I love it! It's nearly impossible for a thirty-second TV commercial to leave tears in your eyes, and Idea has managed to do exactly that

    Debrief: Idea: Sob, sob!

    By Anil Thakraney

     

    Some months ago I had reviewed the Idea telephone exchange commercial which featured a son exchanging the phones of his bickering parents. I had mentioned that Idea was onto a tremendous consumer insight, and I can say it’s working wonders for the brand with the second ad too. While I was not very happy with the casting in the husband/wife TVC, must say the new ad is perfectly done.

     

    This one features an ultra busy young executive who has no time to even call his aged parents. The smart dad exchanges the phones of his son and the mother, and sets the stage for an emotionally charged finale. As the son discovers that his mom doesn’t get a single phone call during the day, and he promises to keep in touch every day with his parents.

     

    Brilliant! I love it! It’s nearly impossible for a thirty-second TV commercial to leave tears in your eyes, and Idea has managed to do exactly that. Fabulous casting this time, and a situation which every single Indian family will identify with: Children too busy for their lonely parents. And yes, we Indians are emotional fools, this ad will hit the bulls-eye on our bleeding hearts.

     

    Hats off, Sirji!

     

    Rating: (On a scale of 1-5): 4.5. Superb idea, superb treatment.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

     

     

  • Because the insight is superb, viewers will enjoy this ad and connect with it. After all, not appreciating the partner’s problems is a ghar ghar ki kahaani

    Debrief: Idea: Rides on insight

    By Anil Thakraney

     

    Terrific consumer insight in the new Idea commercial. Which is that busy couples often quarrel with each other because they don’t understand one another’s work/life pressures. In the TVC, a smarty son tries to sort their differences by secretly exchanging the cell phones of the bickering parents.

     

    And so, the hubby gets a firsthand knowledge of his wife’s assorted problems: Bai calling to say she’s gonna vanish for a few days, watchman calling to say there will be no water supply for days, etc. And the lady is made aware of the various stresses in her man’s life: A demanding boss, panic in the office, etc. Of course, the realisation leads to love and peace in the household. Goes very well with Idea’s theme: An Idea can change your life.

     

    Good commercial, but its power lies in the idea, not the execution. The editing is a little sloppy (the section which deals with the couple taking calls is too hurried and therefore little registers), and the casting could have been better. The man is a well known film/TV actor, they needed a new face. Also, and am sorry to say this, the child looks a tad repulsive, they needed a darling out here, a daughter would have been a better option.

     

    But because the insight is superb, viewers will enjoy this ad and connect with it. After all, not appreciating the partner’s problems is a ghar ghar ki kahaani. In that sense, it’s a good job done.

     

    However, here’s an alert for anyone who tries this experiment with his/her family: It could lead to an instant divorce, as extra-marital affairs get exposed. You are warned! 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Je0YNN62gf8[/youtube]

    Rating: (On a scale of 1-5): 3. Nice idea. Could have been executed better.

     

  • Popular commercials go on-ground as large advertisers bring TV ads to life to double impact

    Vodafone, Idea, Philips and others bring TV commercials to life to double impact

    By Rajiv Singh

     

    Location:  Barbershop

    Script: A bunch of youngsters briefing the barber on what hairstyle they need

     

    What one may have seen on TV-telecom service provider Vodafone’s commercial for its ‘121 Made-For-You’ offers-came alive in select shopping malls in Delhi, Mumbai, Pune and Ahmedabad last month.

     

    Recently, Dutch consumer electronics maker Philips put ‘live mannequins’ on display windows at key retail locations in Delhi when bodybuilders demonstrating Philips BodyGroom products replaced regular mannequins at its stores.

     

    Several brands are now replicating their TV commercials on ground or mixing their mass media promotions with direct consumer-engagement activities to create an extra buzz.

     

    “While above-the-line promotion provides mass media coverage, below-the-line promotional techniques give necessary depth to the campaign,” says Smitha Sarma Ranganathan, a brand communication specialist who teaches marketing management at IBS Bangalore. “Integrating both these aspects via staged events helps marketers realise the best of both worlds.”

     

    Coming back to Vodafone mall activation, it roped in hairstylists from Jawed Habib beauty salon chain to give customised hair cut or hair styling to young boys.

     

    Vodafone created a web application and displayed a huge LED wall at the malls. The ‘before’ and ‘after’ images of select participants were uploaded and tagged with their names, and it was updated every hour with a new “look of the hour and hairstyle of the hour’.

     

    It’s not only Vodafone and Philips that are connecting with consumers on ground.

     

    The latest brand to replicate its TV commercial on ground is Idea. The telecom service provider rolled out a consumer connect programme in Hyderabad to create a buzz for Honey Bunny commercial.

     

    A Toyota Innova with five dancers dressed in costume and character representing different states of India went to hotspots across the town and danced to the tune of Honey Bunny.

     

    In Ahmedabad, it formed a ‘Flash Music Band’ that planted itself at the popular hangout spots. After singing the 2.5-minutes jingle, it moved on to another location.

     

    Greenlam, one of the largest laminate brands, undertook an innovative marketing campaign at select malls a few months ago. It created an outline of Taj Mahal on LCD touch screens and invited people to beautify the monument with their favourite colours, designs or patterns of Greenlam laminate.

     

    Such activities, says Ranganathan of IBS Bangalore, lend credibility to the brands in terms of making promises in TV commercials and fulfilling them.

     

    “By breathing life into the contexts of commercials via staged events, brands get to cement the belief that after all ‘what you see is what you get’ besides achieving customer engagement,” she says. “Overall, it reinforces the strength of the brand in the consumers’ eyes.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Idea gets people singing Hello Honey Bunny

    Arun Iyer, National Creative Director, Lowe Lintas and Partners

     

    Name of the Campaign/Ad: Idea-Hello Honey Bunny

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5aaPMBXKQLI[/youtube]

    The Brief: Idea started as a regional player and even though it is present in 22 circles across the country today, the perception among people remains that it’s a regional player. The brief was to show a pan-India network, true to Idea’s tradition of doing lateral communication. At the same time the campaign clearly focuses on communicating the network’s strength.

     

    Research insights: Idea started as a regional player and this image has persisted. Idea is still seen in many parts of the country as a regional player, very strong in some circles, but not so much in others. The consumer has been sceptical about its pan-India presence. To remove all such doubts and showcase Idea’s nationwide network, Idea is bringing to life its new network commercial. Being a number 3 player, Idea has always been the challenger, creating exciting new communication, and this execution is no different.

     

    Given that Idea now has a presence in 22 circles across the country, the aim was to announce this fact in a celebratory manner.

     

    The thought process behind the creative: “An idea can change your life” has been the slogan for brand Idea. Different executions by Lowe Lintas and Partners have brought this slogan alive in lateral ways, typically showing how telephony could solve large social issues. Idea has thus acquired a ‘cultural authority’ and not just brand authority in the minds of people.

     

    Media vehicles chosen: A 360 degree approach using TV, Radio, Digital, Outdoor and Cinema.

     

    Key issues kept in mind while executing the ad: The new execution created by Lowe Lintas and Partners plays off a simple insight. Music is universal and a catchy tune sticks in the head. What makes this a network campaign and not a ring-tone campaign is the fact that people across the country are singing, quite often the wrong lyrics, or humming, the same song. And what is this song – it is the ringtone of a traveller who has travelled across the country.

     

    So from grandmothers in South India to police officers in the capital to idol makers in the East, everyone is singing the new Idea jingle – you’re my pumpkin-pumpkin, hello honey-bunny. It’s a jingle that’s extremely catchy and it’s no surprise that unconsciously everyone picks it up and then sings it – often to their own lyrics.

     

    The kicker at the end of the commercial is the phone ringing in a traveller’s backpack and the ringtone being picked up by yet another person. Showing thus, that the traveller, in travelling across the country, infected the country with this new catchy jingle.

     

    What is the differentiating factor about the ad? Given that Idea has been seeing network commercials for close to a decade, the challenge was to do this in a new interesting manner that carried the Idea stamp.

     

    Client comment: Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “In new age India, people are moving and relocating to towns and cities for education, career and family commitments, leading to more travel and communication requirements. Mobile telephony has effectively bridged distances, and Idea’s strong pan-India network offers seamless connectivity across the length and breadth of the country, connecting people with their ‘Honey Bunny’s!”

     

  • Completely boring and a tired piece of work. A trainee copywriter would do better than this at a hurried copy test

    Debrief: IDEA: Honey, it isn’t funny

    By Anil Thakraney

     

    After the recent good campaign on Indian festivals, here comes a complete shocker from IDEA. The new TVC wants to communicate that the whole nation uses IDEA. The promise itself is highly yawny, wonder if there’s any brand left in this nation that doesn’t use the ‘Desh ka favourite’ platform. To make matters worse, the execution is so poor, you actually miss Small B, and that’s saying a LOT!

     

    The idea IDEA has used is a highly irritating, totally juvenile ringtone that belts out ‘Honey Bunny’ trash when the phone goes off. And as you can predict, this nonsense happens all over the country. As usual, the Kashmiris, the Bengalis, the Southies, the Sardars, etc, all make a comeback. As they go ‘Honey Bunny’ in their respective accents.

     

    Completely boring and a tired piece of work. A trainee copywriter would do better than this at a hurried copy test. What is even more appalling is that it comes from a team that usually does good work. Well, let’s just say they had an off day, it can happen to the best of us. Folks, immediately kill this ad, have some beers, and go straight back to the drawing board.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5aaPMBXKQLI[/youtube]

    Rating: (On a scale of 1-5): 0. Zero entertainment. Full-on irritation. Section 66A applicable.