3G entertainment to control Population: Idea's TVC

Don't we all remember the last time a treacherous power-cut, in the middle of our favorite one-day match or TV soap ruined the mood, forcing us to find some other form of entertainment? Lack of entertainment in the lives of ordinary citizens could have often resulted in couples falling prey to unplanned family extensions which has added to the population of the country.

Brand Idea suggests a simple and effective solution to this problem, through seamless and non-stop entertainment with Idea's 3G services! Idea's new brand campaign, once again based on a social theme, highlights the country's challenge of Population inflation and suggests a simple telephony solution.

Idea's new Television ad shows Brand Ambassador Abhishek Bachchan explaining to a friend that the root cause of over population in our country is the unavailability of entertainment options for people. He suggests Idea 3G and its many innovative applications such as ' Mobile TV, Gaming, Video Calling, Social Networking on Super Fast Internet ' that offer non-stop entertainment to help people stay connected and entertained.

The ad leaves a message that there will be "No Aabaadi, No Barbaadi' because people will be "3G pe Busy'. The mood of the ad is light and humorous, yet with a strong connect with a larger audience, as it features people from various parts of the country, reacting similarly once their only source of entertainment i.e. TV is shut down due to a power-cut!

According to Sashi Shankar, Chief Marketing Officer, IDEA Cellular "Idea brand campaigns have always celebrated Champion ideas which have the power to change the society and the way we live. This time, the Champion idea is 3G which has a strong entertainment appeal, and has been designed to resonate with the larger audience, on a critical subject that looms large on the country. On the other hand, it also promotes some of our 3G based mobile applications. We have planned a 360 degree communication program to promote the campaign and drive awareness."

The new ad is yet another addition in the long-running series of Idea campaigns with the popular tag line ' What an Idea, Sirji! The earlier campaigns - "Caste War', "Education for All', "Democracy', "Walk When You Talk', "Use Mobile, Save Paper', and "Break the Language Barrier' ' addressed other societal issues by offering a simple telephony solution.

The new campaign has been developed by Idea's creative agency, Lowe.