Top Story


Home >> Advertising >> Article

Idea Cellular launches new TVCs to promote National Mobile Number Portability

Font Size   16
Idea Cellular launches new TVCs to promote National Mobile Number Portability

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. 

Tags Idea Cellular National Mobile Number Portability Lowe Lintas & Partners Sashi Shankar

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by