Liv­ing it up on So­cial Me­dia

Brand Idea’s lat­est ad cam­paign calls for in­tro­spec­tion.

The Brand Reporter - - EDITORIAL / CONTENTS - By Abid Hus­sain Bar­laskar­

Have you ever been a part of the age-old gos­sip-ses­sion around the dif­fer­ence be­tween ‘real-life’ and ‘reel-life’; the thought-pro­vok­ing gap be­tween grounded re­al­ity and its pro­jec­tion on the sil­ver screen? Surely, ev­ery­one with ac­cess to a TV in In­dia has had the ‘aise real-life me nahi hota’ mo­ment to pon­der over. But why has it be­come so sig­nif­i­cant now, on­line?

Reel-life is no longer privy to the sil­ver-screen or the stars that add to its daz­zle. #Mer­iRealLife - Voda­fone Idea’s lat­est cam­paign for brand Idea, ini­ti­ates a con­ver­sa­tion around the less than real pro­jec­tion of re­al­life on so­cial me­dia plat­forms; the dis­torted re­flec­tion of what is.

So­cial me­dia has be­come so much more than just a com­mu­ni­ca­tion tool. To­day, users lead par­al­lel lives on the in­ter­net and in the real world. For ex­am­ple, a tur­bu­lent fam­ily life could be cus­tomised to be a - #BestFam­i­lyEver - or per­haps a stressed mar­i­tal re­la­tion­ship could look like a happy union with a #LoveyDovey - cou­pled with old mar­riage pho­tos etc. There’s a long list of such del­i­cate and rather pri­vate mo­ments; mo­ments care­fully tai­lored for so­cial me­dia. As more and more users en­ter the dig­i­tal do­main, lives seem to split be­tween these par­al­lel worlds.

Brand Idea builds up on a cou­ple of ex­am­ples in #Mer­iRealLife. The first ad is about a young woman who starves her­self to at­tain the per­fect so­cial me­dia-ap­proved shape and then posts a selfie. The sec­ond film re­volves around a di­vorcee who still masks her real-life sce­nario with happy videos of her mar­riage.

Both women ride the so­cial me­dia wave while mak­ing up de­tails to stay on point with the set stan­dards. They later lib­er­ate them­selves by post­ing un­al­tered sce­nar­ios and im­ages from their real lives.

This isn’t a first for the brand; Idea has played its role in flag­ging so­cial is­sues on mul­ti­ple oc­ca­sions in its pre­vi­ous brand com­mu­ni­ca­tions.

The ad films have been con­cep­tu­alised by BBDO In­dia and di­rected by Shimit Amin from Red Ice Films.

Idea Cel­lu­lar and Voda­fone In­dia an­nounced their merger form­ing Voda­fone Idea Lim­ited last month. How­ever, both Voda­fone and Idea will con­tinue as sep­a­rate brands.

So, why this cam­paign and what does the brand stand to gain from it? Shar­ing in­sights be­hind the cam­paign, team Voda­fone Idea says, “The cam­paign #Mer­iRealLife has been de­vel­oped with in­puts from men­tal health pro­fes­sion­als from MPOWER, an or­gan­i­sa­tion that aims to end the stigma and en­cour­age di­a­logue around men­tal health. Peo­ple look at peers and so­ci­ety for val­i­da­tion and so­cial me­dia plat­forms have am­pli­fied this phe­nom­e­non. We have started liv­ing so we can share on so­cial me­dia and not the other way around.

“Idea believes that we need to prop­a­gate a cul­ture for the re­spon­si­ble use of so­cial me­dia. With this lat­est cam­paign, the brand wants to el­e­vate the role of Idea 4G be­yond the cat­e­gory con­ver­sa­tion to some­thing that re­flects its role in peo­ples’ lives and so­ci­ety,” the team adds.


Rahul Ghosh, se­nior vice pres­i­dent and se­nior creative di­rec­tor, Con­tract Ad­ver­tis­ing - In­dia main­tains that the Idea ads ini­ti­ate a much­needed, ma­ture con­ver­sa­tion around be­hav­iour in the on­line, post-selfie world.

“Idea’s idea is quite a brave and a con­trar­ian take in a world that seems to be in­un­dated with selfies. As a brand, Idea has al­ways be­lieved in ex­plor­ing a so­cial be­hav­iour that seems to have been af­fected by their net­work. And this one seems very much in line with that. But I felt the ex­e­cu­tion could have been pushed a bit fur­ther; it’s a lit­tle cold, con­cep­tu­ally. Oth­er­wise, a fresh point-of-view,” Ghosh says.

Ro­hit Raj, creative chief and co-founder, The Glitch, con­sid­ers the ads to be a good start to much­needed com­mu­ni­ca­tion, not with­out a few hic­cups though.

“The ini­tia­tive taken by the brand is a good one and ac­tu­ally holds up a mir­ror to so­ci­ety on their so­cial us­age. An at­tempt to tell peo­ple not to suc­cumb to the pres­sures of the lives they see on so­cial comes across pretty well in these ads. Even the sto­ries cho­sen are quite re­lat­able. It would have been far more au­then­tic if they could have taken this up with real in­flu­encers and started a move­ment out of this ‘pres­sure of per­fect’ but even this will do, as a start,” Raj says.

“While the films are nice, they hon­estly didn’t have much of a brand con­nect and one could eas­ily re­place this ini­tia­tive with any other ser­vice provider and the mes­sage would re­main the same. Un­like Idea’s pre­vi­ous ads, where the brand pro­voked the users to cel­e­brate an idea, here, hon­estly, I felt it was too generic a thought,” Raj fur­ther adds.

This isn’t a first for the brand; Idea has flagged so­cial is­sues on mul­ti­ple oc­ca­sions.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.