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Stay Connected from IDEA

14-February-2004
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Stay Connected from IDEA

Film opens with a young girl and guy at a café arguing with each other. He’s trying to tell her why he’s late. She is visibly upset and not interested in the explanations. She walks out, very agitated.

Cut to the guy speaking to the empty chair where the girl was sitting. Cut to the girl in a train, speaking animatedly as if the guy was across her. Finally the guy is able to convince her and she gives in with a smile. The numbers fade in and the scene fades out into the next situation.

There are three other stories: of a Football coach boosting the morale of his players from the hospital where he is nursing his injured foot, a lost wife seeking directions in a mall. And that of a young trainee chef in a 5-star hotel kitchen who gets into trouble as cannot get the right blend and seeks his mothers help. All these stories fade out into numbers and the numbers dissolve into the super and logo, “STAY CONNECTED” - An idea can change your life.

The Pune based IDEA Cellular launches this advertising campaign this Valentine’s Day. Lowe, the creative agency for the company, has crafted the campaign.

The creative translation of the campaign is that ‘Stay Connected’ is IDEA Cellular’s brand promise, which looks at the key purpose of mobile telephony and converges that with the tangible requirements of ‘network depth’. The expression also reflects upon the eternal human need for bonding, brotherhood and relationship.

As Sukanta Dey, Chief Marketing & Commercial Officer says, “The new brand theme ‘Stay Connected’ is an evolution of our earlier campaign. Over the last one and a half years, the cellular market has considerably matured in terms of awareness, information and knowledge of the consumer on basic issues. The mobile usage has also developed. Stay Connected is our most valuable proposition for our brand.

“While basic aspects of the campaign remain the same, we have only further enhanced it. The music is also the same but more fortified. It’s all about taking the brand to its next level.”

The campaign has been devised to address the new marketing reality. There is a shift in focus with SEC-B&C becoming the key growth drivers. The emphasis is not merely on growth but also on retention. Increasing competition too dictates the need for creation and sustenance of long lasting platforms, which would strike the right emotional chord with consumers.

For the company, it is about owning the biggest category benefit of “keeping people connected,” through a simple, unique and likeable expression of connectivity. And make consumers aware that “no one connects better than IDEA.”

Manosh R Sengupta, General Manager-Marketing Communications opines, “The need for a brand theme was necessary as mobile is an inclusive category. We are not targeted at any particular segment. Therefore we need to come back constantly and talk to our customers what our brand vision is. The new brand theme is thus an effort towards creating greater preference for the brand.”

Research has revealed that expectation of good coverage, clarity and an appealing brand imagery were some of the main factors that attracted consumers apart from proper pricing. The communication strategy for retention thus is to create a sense of pride for the brand and at the same time deliver the promise of connectivity for customers to stay back.

The creative man behind the campaign, R Balakrishnan, National Creative Head of Lowe says, “Mobile telephony is all about staying connected. You can be next to each other and stay connected and you could be far away from each other and still stay connected. That’s the beauty. That’s precisely what is seen in the film, the concept of the film is that conversation between people can continue as if they are still face to face, even when they are away from each other.”

A story telling method has been used. Each ad is a story in itself. The film has been directed by world-renowned French director, Francois who has done films for Ford, V6 Mondeo, Honda Silo, Coke and Pepsi to name a few. In India, he has directed the Bajaj Wind commercial.

Balki says, “The making of this ad film was very tricky. We had to bring out that togetherness, staying connected with each other feeling between two people. We had to show two people are close and talking to each other while in reality they are actually far away from each other.”

The Stay Connected campaign will be the driving mantra for the next 12 months. The commercial will run 60-80 spots a day on all satellite and niche channels. After the TVC, which will be on for about 10 days, the campaign will move to outdoor hoardings. After establishing itself through both these mediums, the campaign will break in print.

The brand theme will be propagated both externally as well as internally within the company. The company has planned several ground activities to take the brand to its next level.

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