Idea Cellular launches its new campaign, continuing its trend of ideas to tackle larger issues; this time, the brand talks of how conversations over the phone can bridge gaps built by different languages spoken in the country.
One could well think of Idea Cellular as being more than just a provider of mobile services. Here is a brand that takes its name a bit too literally – coming up with a new ‘idea’ to tackle serious issues each time in its communication campaign.
Following the successful campaign championing the saving of paper, the recent one talks of how the barriers created by the plethora of languages spoken in India could be broken by the mobile phone.
Talking about the new campaign, Anupama Ahluwalia, senior vice-president, Idea Cellular, says, “India is a land of a billion people talking in 22 recognised languages, 850 mother tongues and 22,000 dialects; it is also a land of opportunities for the young Indians who are ambitious go-getters and have dreams. However, this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country. Taking note of this growing concern of the multi-lingual Indian society, Idea set out to demonstrate how a simple solution can build bridges between people speaking different languages.”
The television commercial by Lowe Lintas shows four friends who hail from Kerala, Haryana, Maharashtra and West Bengal, being posted in non-native regions. Faced by the problems of an alien language, they are offered a simple solution by a tea vendor – played by brand ambassador Abhishek Bachchan.
He suggests that they speak to each other over the phone, asking for help with the language that they are not familiar with.
Check the TVC :
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