A transformative idea triggered by video

A new TV commercial by Idea Cellular has pushed the running narrative of the telecom firm to imply how in today’s world a video can change people’s lives

From its initial days through to the period of Bollywood actor Abhishek Bachchan endorsing Idea Cellular, catchphrases like “An idea can change your life” or “What an idea, sirji” have helped to communicate a transformative potential of one of India’s leading telecom players. A new television commercial (TVC) has pushed the narrative further by implying how in today’s world “a video can change our lives”.

In the minute-long ad, the message is how change or transformation in people’s lives can be triggered by a chain of videos. The ad shows how a video of little children waiting to be adopted makes a man to think and decide to educate many such kids in his office, after working hours. A woman is inspired to act after a video shows how unsafe streets are not allowing girls to benefit from education. She uploads a video on self-defence and inspires a young woman to wipe away fears on the streets. Similarly, a youth is inspired to shed inhibitions to learn make-up lessons, while a video of college girls protesting oppressive dress codes prompts another watcher to adorn a wall with graffiti to relay a powerful message.

According to the company, the new campaign aims to elevate the role of Idea 4G beyond the category conversation around speed, coverage, content and apps to reflect its transformative role in people’s lives and society.

“Videos are a universal language that transcend literacy, and hence hold immense power to transform. The new Idea campaign is inspired by the many transformational stories that have been enabled by videos. Videos on our mobile phones are a transformative force of good. Backed by the power of Idea 4G, it has the power to spread and transform our society for the better,” says Sashi Shankar, chief marketing officer, Idea Cellular.

The campaign was conceptualised by BBDO India. Its chief creative officer and chairman, Josy Paul, says the creative team observed that for consumer 4G equals video, a transformation brought about especially in the last one year. They considered why not make video as what 4G stands for. Secondly, they linked it to what brand Idea is all about when it comes to video. “Almost everybody sad there was a video that affected them deeply and changed them in terms of what they did. And we realised each story leads to another, hence the chain of videos. That’s the genesis of this campaign.”

He explains that telecom has become deeply ingrained among Indians because of the mobile revolution and of late, video has become the new alphabet or form of articulation. Also, he adds, content compared to even a couple of years ago is hitting the consumer at the speed of light. “So, it’s important to be empathetic to the changing behaviour of video or telecom.”

When asked, Paul says that the brand Idea Cellular is powerful enough to not be yoked to any celebrity endorsement. The elasticity of the brand and that it stands for “transformation with purpose” meant that the lack of a celebrity did not prove to be a hindrance for the narrative, says Paul.

Last year, Idea Cellular announced a merger with Vodafone, which is set to create the largest telecom company in India by subscribers and by revenue.