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Presented By-Group 2

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Product Category Idea Cellular is a service provider which had launched

its 3G services recently with the ad popularly referredto be as Control Population Explosion ad

Idea Cellular positions its 3G offering as a distractionfrom procreation.

Idea Cellular's latest TVC positions its 3G offering as

something that can plausibly mitigate the country'spredicament of overpopulation.

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Characteristics It attempts to establish a connect with the masses by

featuring people from various parts of the country,reacting similarly once their only source ofentertainment -- the television -- is shut down due to apower-cut.

Used humor as a tactic in order to avoid being

preachy.

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Idea Cellular-Objectives The objective of the campaign is to create awareness

about this problem, and to convey that Idea 3G isentertaining enough to check the same. The TVCportrays Idea 3G as an exciting substitute for sex.

The power to change society and the way we live hasalways been the aim of Idea Cellulars brand campaign.

Tried to position itself as a cure of a potential problemof over population

Tried to connect to the audience by highlighting asocial issue which is dogging our society

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How is the message encoded?

Real life situation

Music and video

Humor and songs

Voice over like TV to Biwi or 'No Baby, Only 3Gor 'No Aabaadi, No Barbaadi'

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Consumer Behavior Theory The desire for entertainment of the consumers has

been focused at.

Absence of source of entertainment can lead customerto find other ways of seeking entertainment.

Power cut proves to be a kill joy is the main targetwhich is being used in the pitch

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Route of Persuasion

It uses the peripheral route of persuasion.

The attempt has been to attract the audience withpicturization, songs, come catchy lines in voice overslike TV to Biwi and NoAbaadi, No Barbaadi

It fails to register in the minds and this ad should be

taken with a pinch of salt Mobile phones run on batteries which need to be

charged through electricity and using 3G serviceswould only squeeze up the batteries faster.

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Message Source

Abhishek Bachhan, the brand ambassador of the Idea

Cellular. Men and women of the middle class family who face

the brunt of power cuts and thus losing upon valuabletime which can be put to entertainment.

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Appeal and Creative strategy This time, the Champion idea is 3G which has a

strong entertainment appeal, and has been designedto resonate with the larger audience, on a criticalsubject that looms large on the country-SashiShankar, Chief Marketing Officer, IDEA Cellular

The main creative strategy of this ad has been 3G VsSex.

The ad is lighthearted and provides a fantasy solutionto a graving issue faced by our country.

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Theme of the ad The main theme of the ad are as some voiceovers

indicate

NoAbaadi, No Barbaadi

TV to Biwi

3G pe Busy

'No Baby, Only 3G

It mainly tries to bring to light some social issues facedin our country.

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Reasons for failure

Widespread criticism Failed to resonate with the masses

A bold attempt gone wrong

Misrepresentation of facts