“Idea 3G Busy, No Aabadi” What an Idea Sir Ji!

Advertising acts as the medium of portraying usefulness of a product/commodity or anything that you want to sell. Atool with all convincing powers that can make a consumer buy or at least give it a shot. The constant bombardment of advertisements after every 10 min in the telecast of any show makes one feel that they are watching the show between the ads. The advertising has always had a great impact on the consumer‘s mind and behavior in terms of their purchasing power and acceptance. Advertising has not only led to a revolution of creating brands but has also helped products to create an image in the audience that are now widely accepted. “What looks good sells but in new age what you portray as good sells more.”

Advertisements adversely affect the consumers these days; the most common examples are the brands of FMCG (Fast moving consumer good) that is the Fast Moving Consumer Goods. The lines are so well set that with the growing standard of living and higher purchasing power the gadgets are also now counted in the FMCGs.

The most interesting concepts are offered by sim card or the mobile connection companies like Airtel, Aircel, Vodafone, Idea, Reliance who are the biggies. These days in the era of staying connected with your near and dear ones, these are playing quite a good task.

The best example in the ad world presently is Idea which is the 3rd largest Mumbai based company has come out the new ad for its 3G services. One of the weirdest ways of population control with an edge to technology is one of the newest experiments by idea. The brand ambassador Abhishek Bachachan has really played well in pitching the idea of his baby before 3G that too by God’s grace in one go is twins! The idea has always played out of the league in the advertising of its commodity and has remained stable in its brand ambassador‘s name that is Abhishek who started with a tag line “what an idea sir ji” came up with many idea’s “Like an idea that can change your life”, “save paper don’t cut trees”, “Padhega India to Badhega India” “The good idea campaign which promoted 0.5 per call per minute was a very popular campaign too.

Not only in print, internet and radio the slogans have been popular that focuses on its tariff plans, network coverage by using the mobile connection by solving social issues. They have also developed their website by giving importance to the issues with social relevance. Idea with its advertising strategies tied up with IPL like other telecom companies with but unlike others that promoted their plans and facilities but idea telecommunication just promoted the brands name. Idea’s ideas have been always different from others and it focuses on different things at different points. Owned by the Aditya Birla group largest single circle promotion was held by it in Mumbai which had an overwhelming response.

With the will of experimentation the idea this time came up with the 3G campaign which was not much appreciated by the viewers, probably because of the concept. It connected to people but on a more humorous level. 3G no aabadi does not make any sense because no one is that busy in their lives, that they will not plan their family because their phone is 3G enabled. Idea always wishes to experiment and show its commodity in a different way but at times experiments leads to brand portability by the consumers.

Snigdha Verma