Idea has launched another campaign extending its core idea of " An Idea can Change your life ". This time the brand has chosen a funny tale to drive home its positioning.
Watch the new ad here : Walk the Talk
The new campaign revolves around the theme " Walk when you talk " urging the mobile users to walk while they talk and there by be more healthy.
The ad is funny and Abhishek Bachchan is at his best. The brand and the celebrity co-existed perfectly well without eclipsing each other.
One should really appreciate Idea for being consistent with its positioning. The brand reaped the rewards also. " An idea can change your life " has become a common usage.
Marketing a cellular service is a complex task. The prepaid segment which dominates the market is a highly volatile segment with little or no brand loyalty. Consumers look at the plans and coverage quality and some times acts as a grasshopper making life difficult for marketers.
Brand managers spent on their brand building activities hoping that when plans become commoditized , consumers will give more value to the brand .
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I subscribe to the school of thought which believes that telecom brands will survive and not telecom services. Telecom's defination is rapidly changing from telephony to a media convergence platform. Hence brand building becomes imperative.
ReplyDeleteAt the moment, Airtel, Vodafone and Idea are doing the right things in general. Indeed Idea's consistency is commendable. And kudos to the agency for pouring out fresh creative ideas - remember that consistency is a major constraint to creativity. And Idea seems to be taking 'consistent creativity' to the next level. Idea, as of now, is a fine example of brand building.
The execution of this ad is the critical success behind the "Idea". Initially I thought, they are preaching something dangerous. imagine talking and walking to cross the road. But then the way they turned it around made it "Stick". Definitely what an execution sir ji.
ReplyDelete- Vasan
I somehow feel Idea always proves a principle of advertising true...no matter how good the ad is, if the product/service does not work...everything is a waste..wonder which half wasted the money in this case...the client or the agency....
ReplyDeletethanks utsav, vasan and thomas for the comments
ReplyDeleteit is very true that the product performance is paramount ,everything else is secondary