AgencyLowe Lintas & Partners
SectorTelecom / Utilities brands, Technology brands and Mobile phones
Idea looks to wake India up to national MNP with a peppy song and dance
Idea Cellular has launched two ads to woo customers to its network using national mobile number portability. The films were created by Lowe Lintas and Partners.
The film portrays a man alighting from a long-distance train. He describes his move from Kolkata to Kochi and subsequent mobile network issues. He fears having to change his number, associating it with loss of identity. He wonders which service provider would be the best in Kochi and laments that he has no idea. The people around him at the railway platform break into a "Get Idea" song-and-dance routine, promising "Superior network with same number." The film ends with a voiceover saying, "Switch to Idea. Bina apna number badle poore India mein." (Switch to Idea. Without changing your number across India.)
Another film is set in a new fashion design studio. A young woman who has moved recently from Alwar to Delhi laments about having to deal with three kinds of bills: data card, tab and mobile. She has "No idea" how to resolve the situation. The other women in the studio break break into the "Get Idea" song and dance routine highlighting "India mein jahan bhi jao, chahiye bas ek bill na" (Wherever you go in India, all you need is one bill).