Top Story

e4m_logo.png

Home >> Advertising >> Article

Has the Idea ad conquered the evil inside you?

13-November-2013
Font Size   16
Share
Has the Idea ad conquered the evil inside you?

Telecom brand, Idea has been celebrating festivals and spreading the message of love, compassion and harmony amongst people, through a series of innovative ads. Living up to the tradition, this Diwali, Idea launched a TVC that captures the essence of Diwali – a festival which celebrates the victory of good over evil. The ad portrays a young Taxi Driver who battles his inner demons to bring out the good in him.

With the new TVC, Idea has done a full circle of festival themed ads over a period of one year, which started with Diwali last year. Other memorable Idea ads under this series were released on the occasions of Eid, Christmas, Valentine’s Day, Holi and Raksha Bandhan.

The film opens with a taxi driver, who finds an expensive mobile phone left in the taxi by a passenger. He switches the handset off and is about to pull the SIM card out when the headlights of another taxi flashes at him. He thinks something and puts the phone back together. When it rings, he picks ups and tells the caller to take the phone from a nearby hotel. He walks home with the Diwali festivities in the background and a voiceover says, “Apne andar ke Raavan ho jalana ek accha idea hai”.

Sashi Shankar, CMO, Idea Cellular said, “This Diwali, Idea is celebrating the goodness which resides within people and showcases how we can conquer the evil inside us by simply saying ‘No’ to our temptations.”

Let good prevail over evil
Expert take

Naresh Gupta, Managing Partner, Bang in the Middle said, “Idea as a brand in my opinion has the best storytelling in the category. They have always been fresh, relevant and thought-provoking. This commercial too lives up to the high standards of Idea. I love the casting. I love the fact that despite seeing only one person in the TVC, you get a sense of interaction. I like the way the cab driver sees the ‘light’ and decides to do what is right. This is a commercial from Idea, so you as a viewer know it will be about doing the right thing socially, yet you want to know how the guy will do the right thing. Winner commercial.”

Our take
Once again Idea has hit the right chords through an enlightening commercial. Being one of the better advertised brands in the mobile services, Idea believes in the magical power of storytelling. From celebrating Raksha Bandhan to Eid, the ads are insightful and memorable.
The insight of conquering the devil inside a person is very beautifully portrayed through the ad. And nothing better than highlighting the message during Diwali, which is a festival of celebrating good over evil. It sends out a meaningful message to society.

The whole plot of a person leaving the phone in a taxi is relatable because in our busy lives we tend to forget our cell phone. The character has played the part really well. The best part about the ad is when the driver returns home to the festivities of Diwali without any guilt. Yet again, a powerful Idea.
 

Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands