Want the Idea showroom to come to you? 'Do the 121', urges the brand

Other telecom providers too offer toll-free number service, but with this ad Idea has effectively owned the space. However, the ad is not relevant to non Idea customers, making it fairly limiting

e4m by Twishy
Updated: Oct 15, 2013 7:39 AM
Want the Idea showroom to come to you? 'Do the 121', urges the brand

Marrying customer engagement with great ideas, Idea has launched a campaign for its new service called ‘My Idea showroom on mobile’. It has elevated customer service experience by enabling access to showroom at the consumer’s convenience by dialing 121. Users can dial the toll free number to avail various internet offers and subscribe to value added services.

Conceptualised by Lowe Lintas and Partners, the film uses a catchy dance step and a hummable tune – ‘Do the 121’. The film opens with a boy asking a man for directions to the Idea showroom and the man responds with a dance move of 121. He says, “Aa gaya Idea ka showroom”. The film shows a series of situations with people across the country doing the same move.  A voiceover in the end says that users can simply dial 121 and the Idea showroom will be available to them.

Commenting on the campaign, Sashi Shankar, CMO, Idea Cellular said, “Keeping with the company’s core thought of creating customer delight through innovative offerings and superior customer service, Idea brings to its subscribers a new communication channel – 121. The versatile IVR-based service offers various advantages to Idea subscribers. People across demographics are seen tapping their feet to the ‘121’ tune! This Idea campaign once again brings to life its brand promise – An idea can change your life.”

Will you dance to the 121?
Expert take

Komal Bedi Sohal, NCD, Rediffusion Y&R said, “The choice to take a thoroughly Indian approach with the music, voiceover, and visuals is refreshingly different from the other ads in this space. The music is fun and catchy, although not to the level of its previous campaigns like ‘Honey Bunny’, but that campaign had a different purpose. In this ad, you get a nice feeling about the cultural diversity being portrayed. And it’s a vehicle to showcase the scale of Idea Cellular’s network, I think. So that’s a good strategy.”

On the insight, she explained, “The campaign is clearly tactical. Even though other telecom providers also offer this toll-free number service, Idea has chosen to own this space, and I think this ad helps them achieve it effectively.”

“This is the kind of ad that you like the first few times you watch it, but then it has the potential to become stale. I don’t see this ad being relevant to audiences who are not Idea customers. In that sense, it’s a fairly limiting campaign, unlike the Rakshabandhan ad, which had a broader appeal,” she elaborated.

Our take:
Glued to the core premise that an idea can change your life, the ad beautifully portrays the diversity and seamlessness of our country. Consumers usually do not have the time to visit showrooms in these fast-paced times; hence, enabling a convenient access to showrooms through ‘My Idea showroom on mobile’ gives the brand an edge. The ad has been successful in highlighting the insight of accessing an Idea showroom anywhere, anytime by just dialing ‘121’ from their Idea number.

It has a peppy track along with the signature 121 dance move that makes it memorable. However, the ‘Honey Bunny’ ad was far more delightful with a better tune. The brand will definitely garner eyeballs.

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