Idea cellular is running another series of campaigns under " An idea can change your life " theme. This time, the brand is evangelizing " save the trees " idea.
Watch the tvc here : Idea
Idea cellular should be commented for its consistency in their positioning. It is very easy for the brand managers to become bored at harping on same theme again and again. This can prompt some managers to change for the sake of changing thus undoing the entire work done so far. In that way, it is good to see Idea cellular milking the maximum out of its big idea.
Coming to the campaign, as usual the campaigns are catchy, humorous and has a message which is miles away from where the brand stands.
According to reports, the brand is planning a 360 degree campaign to take the concept to the masses. I have been closely watching the unfolding of Idea's branding strategies for a while . The brand had wisely taken a strategy which acted as an effective clutter breaker. No one misses the campaign but after a while no one remembers it too . Although the campaigns talks about various issues, I felt a sort of disconnect somewhere. If we look at similar consistent campaigns like Fevicol or Gillette, there is a strong string which connects their campaigns together. That connecting string is missing in the Idea cellular campaigns.
This is my hypothesis about the brand's campaign :
Even though the brand uses the same set of brand elements like the taglines in all their campaigns, normal audience often discounts the idea as utopian or imaginative. Unlike Fevicol, Idea mixes hyperbole with real issue which makes the viewer "dismiss " the idea of the campaign. I have never seen anyone discussing the concept proposed by Idea campaigns. In Fevicol, there is only hyperbole without any mixing of real issues and audience "discuss" the exaggeration and does not dismiss .
Having said that, in telcom market, the purpose of advertisement is largely creating brand...