With the growing hazards of global warming and amid intense debate over ways to save the Earth, Idea Cellular’s Sirji! has suggested a simple solution. ‘Use Mobile, Save Paper’ for a green planet is his advice. A new campaign developed by Idea’s creative agency Lowe brings out this message in an innovative way.
After a successful series of ‘What an Idea, Sirji!’ campaigns with brand ambassador Abhishek Bachchan, the Idea cellular campaign now promotes the idea of mobile VAS usage for a vast number of day-to-day activities to save paper.
The premise of the new TVC is that the world over, millions of trees are cut everyday to produce paper, leading to alarming rates of deforestation. The TVC showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes – thereby saving tonnes of paper everyday.
Bachchan Junior plays the role of an agonised ‘Tree’ this time and strikes the idea of using mobile phone to save paper and bring back the greenery around him. As more and more people switch to their mobile screens, from everyday usage of paper, the tree regains life and leaves the audience with a simple message – ‘Use Mobile, Save Paper’. The pan-India mobile brand will launch a nation-wide awareness campaign to spread this message.
Idea’s new campaign will be seen extensively across TV, print, digital and outdoor media space during the next few months. Idea plans to launch a range of value added services, which will help customers access more information and utility services on their mobile phones, thus reducing dependency on paper.
Elaborating on the campaign, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, said, “‘Environment’ as a subject touches all, but gets attention only at strategic forums. The common man gets to contribute little towards the cause due to lack of direction and ideas. Hence, Idea Cellular has taken up the responsibility of educating the 500 million mobile phone users in the country. If they start using the mobile phone more judiciously, together we can make a significant contribution of saving paper, and, therefore, the green cover necessary for the health of the planet.”
Shrivastava further said, “The new campaign from Idea abides by the essential brand promise of providing a simple, fresh and imaginative solution to a complex problem of the society. The new ad is sixth in the series of Idea’s campaigns with the popular tagline – What an Idea, Sirji!. The preceding campaigns – ‘Championing a world without caste’; ‘Championing a world in which no one suffers from the disability to communicate’; ‘Education for All’, ‘Participative Governance’, and the last, ‘Walk When You Talk’ – addressed subjects such as caste war, disability to communicate, education, democracy and health, respectively. Now, environment is Idea’s next big idea.”