Campaign: India Share Karega, India Care Karega
Brand: Idea Cellular
Company: Aditya Birla Group
Agency: Lowe Lintas
A young man tells his colleague about wanting to partake in social causes, if only he had more money for it. She responds by saying that money is not the only thing one can share and demonstrates by sharing mobile data with a staff person for his son’s science project. Another vignette shows a man in a hospital who finds a blood donor online thanks to a nurse who shares her Idea internet with him.
Moving ahead from previous ad campaigns which sought to empower the common man through knowledge, this Idea ad focuses on the implementation aspect of making a difference. Idea as a brand is known to associate itself with social causes. An earlier campaign with the tagline No Ullu Banaoing sought to empower people with knowledge gained through the internet on mobile phones powered by Idea.
This ad touches upon the hunger for Indians to make a change, but them not being able to do so through lack of time, distrust of NGOs etc. This method of sharing internet connectivity makes the consumer feel he is part of something bigger. After all, social media was invaluable in getting out much needed information and assistance through Twitter and Facebook during the Nepal earthquake in April earlier this year. It also seems to be sending out a political message. As Sashi Shankar, chief marketing officer, Idea Cellular says, “The ‘Easy Share’ campaign endeavours to put a value like ‘sharing’ back into the spotlight and encourages consumers to share in a meaningful manner. It is very topical and timely, with the intolerance debate raging.”
Clearly, the TVC shows a brand confident in the belief that Indians will ultimately do the right thing and help others. This is a bold move, especially with most cellular companies emphasising faster connectivity and downloads in their ads. But breaking the mould is what good advertising is all about. In its social crusade, Idea Cellular needs to ensure that it does not fall behind in the race to woo customers on the functionality parameter, and it also needs to avoid the trap of becoming a tad predictable.