After caste wars were resolved, education spread far and wide, citizens witnessed the power of democracy and good health was ensured for everyone through walking while talking; one wondered which problem Idea Cellular’s mobile telephony would help to resolve next.
In its latest campaign, the mobile service provider has chosen to speak about saving trees by minimising paper wastage. This follows Idea’s ‘Talk For India’ campaign, whereby the company raised money to aid national security.
In the television commercial created by Lowe Lintas, brand ambassador and actor, Abhishek Bachchan is seen personifying a tree. The ad opens with Bachchan’s voiceover talking of how minimal usage of paper would help save trees.
A woodcutter, having chopped down most trees on a piece of land, is shown gesturing to the lone surviving tree — ‘You are next’. When the woodcutter returns the next day to cut the tree down, he is interrupted by a phone call. As he answers it, he sees mobile phones hanging from the branches of the tree, while Bachchan’s face is seen in the trunk.
A series of situations follow — people read their morning newspaper on their mobile phones; waiters at restaurants note orders on the phones; boarding passes of flights are available on phones; graduating students hold a phone in place of their diploma, and so on. The idea clearly is to champion minimum usage of paper. The ad closes with a shot of the piece of land, where the tree stood. The land has flourished again, and the woodcutter is cracking a joke to try and make peace with the tree.
The TVC has been directed by Amit Sharma of Chrome Pictures. The creative team at Lowe includes R Balki, national creative director and chairman, and creative directors, Ashwin Varkey and Jaywant Dabholkar. Carlos Pereira is the copywriter, while Kapil Bhagat and Ashok Nadavdekar have handled the art.
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