Wednesday, January 21, 2009

Brand Update : Idea

Idea cellular has been hit by the Idea Virus. The brand has been investing heavily in its " Ideas that Change " theme.

The latest in the series is the Idea for participative democracy.

Watch the tvc here : Idea for the people

The new campaign revolves around the idea of using mobile for understanding the public opinion and thus encouraging public partnership in development and encouraging participative democracy. ( What an Idea ! Sirjee )

As usual , this brand is making the best use of its brand ambassador.

The earlier campaign was addressing the issues of
Caste
Disability
and Education.

As a part of the current campaign, the brand has started a new website : bythepeople .in
There is nothing special in the website except for a voting form.

What I like about Idea's marketing initiatives are the effective use of media like OOH. You will never miss the Idea hoarding and these hoardings changes in line with the campaigns.
The brand also makes use of its brand elements like the color and the tagline to its advantage.

" What an Idea , Sirjee " have already become a hit lingo .

As a pure promotion strategy, these social themes work well primarily because it is different. Atleast one brand is taking about things that matters.

But these initiatives are not carried over to the implementation by the brand . Hence no serious change can be expected out of such initiatives. The campaigns just serve as a sounding board for ideas that has possibilities - nothing more and nothing less.

What happens is that when the brand is talking about Democracy, its earlier pitch for " Education for all " takes the backseat... The caste issue has long been forgotten.

I am not saying that the brands should spend their limited resources in trying to change the world.

But little sad that these ideas only have life till the next big idea...

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