Idea Cellular has launched two TVCs conceptualised by Lowe Lintas & Partners, to promote the telecom’s National Mobile Number Portability service.
Watch the Train Station TVC: Idea NMNP Same Number TVC
One of the new Idea TVCs shows a young man reaching Kochi from Kolkata and soon after landing at the railway station realises that his phone has no connection. His quest for getting the best network is answered immediately by the locals who suggest that he ‘Get Idea’. The people are then seen dancing to the ‘No Idea, Get Idea’ tune at the platform.
Watch the Single Bill TVC: Idea NMNP Single Bill TVC
In the second TVC, a young career oriented girl is shifting base to Delhi from Alwar after landing her dream job. While she is 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. Her colleagues in the new office suggest that she ‘Get Idea’. The thrill of overcoming this problem gets them dancing to the ‘No Idea, Get Idea’ tune.
Brand Idea’s ‘No Idea, Get Idea’ campaign was one of the major drivers for its MNP leadership, and the brand has once again used this popular tagline, albeit in a fresh avatar with a different tune, to promote the NMNP Services.
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 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 dovetail into a story and further ensures a solution in the form of Idea’s network and customer service. 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.
The new campaign’s TVCs have been screening on television since August 12, 2015, in addition to Idea’s Youtube channel and will be amplified across TV, Radio, Digital and Social Media during the next few weeks.