Kya IDEA Hai?
We Indians take our religion, region, state, caste, sub-caste, sub-sub-caste very seriously. We like to think that our religion/region/caste is superior to others. Why blame the Indians? The world is divided into such groups based on region/country/state/language/religion and any damn thing we can find to differentiate us from others.
The new ad from Idea telecom featuring Abhishek Bachchan is a good solution to this discrimination. Whoever thought of the concept has thought quite deep about the groupism we deal in. The ad feature Abhishek Bachchan as the sarpanch of a village. To avoid the infighting between the people of the village based on caste, the sarpanch (head man) orders not to call anybody by their name. They will be known by their mobile numbers.
Watch it to get an idea about idea. The ad is simple in concept and effectively focuses on the “IDEA” brand too.
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3 comments | Leave your comment
Nov 5th, 2007 at 12:14 pm | #
naming everyone by her/his phone number initially reminded me of anti-authoritarian anti-totalitarian work of zamyatin named ‘We’ which was a seminal work in dystopia (http://en.wikipedia.org/wiki/We_(novel))
ok ad but not a great one i think as it is just entertaining but nothing to make the consumer go and buy the product. Just floating the idea of idea
Nov 6th, 2007 at 9:46 pm | #
Lousy concept..okay execution..
airtel launched its 121 service in which the numbers dissolved into a name…the msg was clear…ur a person to us…not a freakin mathematical entity…the concept here though noble in intent fails to impress…it seems inspired by a Jail..whr ur a quaidi number 1234 blah
Mar 1st, 2008 at 3:36 pm | #
Completely agree with kapil. It seems the advertisers have been greatly influenced by communist values. Its one thing to feel united under a single tag and quite another to know people by numbers… whats next? bar codes on everyones neck?
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