Spot Light | Idea Cellular

Reviewer: Santosh Padhi

Idea trouble: Santosh Padhi.

Campaign

The ad for Idea Cellular by Lowe India shows young people using their phones for advice on how to settle into a new city.

What did you think of the ad?

I would give them a high score on everything except the idea in this particular campaign. I’m more convinced with the other social messages (on caste equality, educational equality, power of the people) which were highlighted in their earlier campaigns, which actually made you think that a phone can actually impact our society in a positive way. Like the teacher in a city using a phone to communicate with her students?in small villages or even the Walk and Talk campaign made an impact and managed to remind (people) about the ignorance towards health. They address genuine problems that exist today and the country needs to address (these problems).

Cross-connection: The ad should have highlighted more pressing issues.

What must one keep in mind while creating an ad for a competitive sector such as telecom?

I think Vodafone is a great example. Their work has been consistent. Apart from the message, they have managed to get some newness and freshness in their communication through simplicity, new execution devices or the way they tell the story, etc. These are small, but essential things that make a big difference to a medium like film, especially in (such) a competitive category.

What is your favourite ad in this category?

It’s?Vodafone?again. This was an international campaign which wanted to highlight the benefit of talk more and pay less, as incoming calls were very expensive. Those days, even the incoming used to be charged heavily. I love them because these are just 5-second commercials which are so message-centric and yet very funny.?The TVC starts with (a) youngster calling the father. The father picks up the phone, the son tells the father that he’s gay,?the father quickly cuts the phone after saying “ok fine", just to cut down on his incoming call cost. So every time they (took) issues that one would like to talk (on). Second situation— the pregnant wife calls the husband saying the kid she is carrying is not his; again, he cuts the phone saying “no problem".

As told to Gouri Shah.

gouri.s@livemint.com

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