Idea is running a new campaign on education . The new campaign featuring Abhishek Bachchan as a School Principal is aimed at promoting the concept of inclusive education ( education for all).
The campaign begins with a scene where a poor girl child is denied admission in a repu
ted school .The school principal think of a new idea to use Idea Mobile phones for teaching these poor kids.
Watch the Tvc here : Idea School Campaign
I was both impressed and intrigued by this idea. Impressed because the concept of inclusive education is a noble cause. Intrigued because I was not sure whether its possible to teach through mobile phones.
Further probing on the internet virtually crash landed my admiration about Idea. The idea is only an idea. This is just a campaign . Nothing more and nothing less. I thought that Idea cellular had actually developed a real model where kids in rural India can learn using mobile phones. But in fact this is only a campaign.
I think that many of the viewers would also be thinking that Idea has actually implemented this in rural areas .
The latest campaign was more in touch with reality than the earlier campaigns ( mobile numbers instead of name ) . That may be the reason I mistook it for a real life CSR initiative.
So what Idea is going to do is to spread the message of " education for all " using these campaigns. The brand also have tied up with an NGO Nanhi Kali and NDTV to further spread the message.
Had Idea tried implementing this model , then it would have given more credibility into the new initiative. The award winning campaign of Times of India's Lead India is a classic example of cause marketing . Not only was the campaign effective but at the end of the campaign there was also an output interms of identifying some leaders.
But in the Idea campaign , there is no visible output which can further enhance the brand's equity . There is no scope for following it up with another set of campaigns.
Idea with execution will change your life.
The campaign begins with a scene where a poor girl child is denied admission in a repu
ted school .The school principal think of a new idea to use Idea Mobile phones for teaching these poor kids.Watch the Tvc here : Idea School Campaign
I was both impressed and intrigued by this idea. Impressed because the concept of inclusive education is a noble cause. Intrigued because I was not sure whether its possible to teach through mobile phones.
Further probing on the internet virtually crash landed my admiration about Idea. The idea is only an idea. This is just a campaign . Nothing more and nothing less. I thought that Idea cellular had actually developed a real model where kids in rural India can learn using mobile phones. But in fact this is only a campaign.
I think that many of the viewers would also be thinking that Idea has actually implemented this in rural areas .
The latest campaign was more in touch with reality than the earlier campaigns ( mobile numbers instead of name ) . That may be the reason I mistook it for a real life CSR initiative.
So what Idea is going to do is to spread the message of " education for all " using these campaigns. The brand also have tied up with an NGO Nanhi Kali and NDTV to further spread the message.
Had Idea tried implementing this model , then it would have given more credibility into the new initiative. The award winning campaign of Times of India's Lead India is a classic example of cause marketing . Not only was the campaign effective but at the end of the campaign there was also an output interms of identifying some leaders.
But in the Idea campaign , there is no visible output which can further enhance the brand's equity . There is no scope for following it up with another set of campaigns.
Idea with execution will change your life.
Hey! I have had your blog in my Google Reader feeds for quite some time now, and I must say you just keep getting better. I have never seen all these brands the way you write!! Great stuff man :)
ReplyDeleteKeep them coming...
great move by idea. Sometimes it is difficult to assess the impact for the cause.
ReplyDeletehttp://www.decisioncare.org
The Teach India campaign undertaken by Times of India is a perfect example of a campaign that has made an honest social initiative along with brand promotion......
ReplyDeleteThe advertisement link is incorrect. Please update to the correct link.
ReplyDeleteI know people will start cursing me.
ReplyDeleteI liked the concept too..but have reservation about this ad of Idea. It promotes christianity. I don't think this is correct. Education should not be linked with any religion. Any views on this?
Earlier ad of uniting people through number was awesome and funny too.