An Idea against Ullu-ism!

Idea Cellular's new campaign, which highlights how mobile internet can empower users to evade unscrupulous situations and people, rides on a catchy jingle & a popular colloquial phrase

e4m by Twishy
Updated: Feb 28, 2014 9:10 AM
An Idea against Ullu-ism!

Have you ever been fooled by travel guides or taxi drivers? Do you also feel politicians make fake promises? Here’s an Idea Sirjee! Telecom player Idea Cellular has rolled out its new campaign highlighting the power of mobile internet on the Idea network and how it can empower users to evade unscrupulous situations and people in India. The ad features Idea’s brand Ambassador Abhishek Bachchan.

The ad rides on a catchy jingle and a popular colloquial phrase – ‘Ullu banana’. The campaign builds on a simple cultural insight that people easily fall prey to everyday small cons because of ignorance. The new Idea ad offers a solution to this problem by getting an Idea Internet on mobile and getting rid of these cheats.

The ad shows several instances of people getting fooled by a travel guide, a producer, a man who tries to escape the police , a boy making fake promises in a marriage proposal and a politician making false promises while seeking people’s votes. Abhishek Bachchan is shown with his accomplice, who states that in India “Koi bhi kisi ko ullu bana sakta hai. Bechaaron ko koi idea hi nahi hai” (In India, anyone can make a fool of anyone. The poor guys don’t have any idea). To which Bachchan replies, “Idea hai.”

Watch the ad here…

Speaking about the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular elaborated, “Idea has been at the forefront of spreading awareness about 3G and mobile internet services in India, for the last three years. We are the only mobile operator to offer a wide range of self-branded, affordable 3G smartphones to upgrade 2G users to 3G. Our new campaign aims to further build on Idea’s strong mobile internet service network on a pan-India basis and get non-users to enter the category by making them understand the utility and benefits of using internet on mobile. We have tried to demystify mobile internet services to the larger Indian population by giving our own unique cut of “A telephony idea that can change your life”, and in a lingo that would connect with our TG, almost instantly.”

Arun Iyer, NCD, Lowe Lintas, the agency behind the campaign, added here, “Our creative task was to make mobile internet relevant to the masses in a manner that will urge them to embrace it. So, the benefit had to be something that would help them on an everyday basis than a one-off the situation and would help idea propagate mobile internet. This led us to the idea of ‘No ullu banoing’, as mobile internet primarily empowers people to access information and eradicate ignorance.”

The core message of the campaign is “Idea Internet All India”, dramatised by the catchphrase “Har mobile par internet, what an idea!” Idea released teaser banners and the hummable jingle on social media. The campaign will be amplified across 360 media, including TV, radio, outdoor, activation, digital and social media. The jingle has been composed by Abhishek Arora, while the lyrics have been written by Amitabh Bhattacharya.

Can Idea help you get rid off frauds?

Expert take
Raghu Bhat, ‎Founder Director, Scarecrow Communications remarked, “This ad tries to capture the mobile internet space through a lateral creative idea. Showing how Idea Internet helps people expose the fraudsters through the ‘ullu banaoing’ song is a very fresh category take. This strikes a chord, as all of us have been taken for a ride sometime or the other, owing to lack of real-time information. Though one is tempted to say that the ad works just as well even without Abhishek.”

Our take
The mobile internet space is witnessing a huge revolution, and Google has stated that India is adding 4 million internet users every month and almost 100 per cent of the 4 million users access the internet on mobile. This presents a huge opportunity to all telecom brands.

The ad is built on a powerful insight that people are generally fooled by frauds and white liars because of ignorance. It urges people to be aware and get an Idea. The ad shows different segments of consumers, who are not likely to be Internet savvy, using Idea’s Mobile Internet to teach a lesson to the cheats in an entertaining and engaging way. The campaign has already seen a huge success on social media sites such as Twitter. Some of the popular tweets include: “When Facebook says we won’t bring Ads to Whatsapp #UlluMatBano”, “I know each friend on FB personally! #UlluMatBano” and “#UlluMatBano This year there will be no water logging in rains in Mumbai”.

It will surely connect with the masses due to its quirkiness and the use of the colloquial ‘Ullu banana.’ The jingle has also been a huge driver, however the earlier ‘Honey Bunny’ ad was a dramatic shift. Nonetheless, the ad is self-entertaining and Idea could have saved crores by not featuring junior Bachchan in the ad.

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