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Idea suggests 3G entertainment to control Population rise in India
–Mumbai, July 25th, 2010: 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.
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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 Mr. 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.
About IDEA Cellular Ltd:
IDEA Cellular is India’s 3rd largest national mobile operator, with over 95 million
subscribers. With traffic in excess of a billion minutes a day, Idea ranks among the Top
10 country operators in the world. Using the latest in technology, Idea provides world-
class service delivery through the most extensive network of customer touch points. Idea
is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE)
in India.
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational
corporation. The group operates in 33 countries, and is anchored by more than 132,000
employees belonging to 42 nationalities. More information on the Company is available
at: www.ideacellular.com and on the Group at: www.adityabirla.com.
For further information, please contact:
IDEA Cellular Limited
Corporate Affairs, New Delhi
Shivanjali Singh
Ph: +91-11-23730134, +91 9911005955
shivanjali.singh@idea.adityabirla.com |
