October 29, 2021 02:21 (IST)
Follow us:
facebook-white sharing button
twitter-white sharing button
instagram-white sharing button
youtube-white sharing button
'SRK had tears of joy': Mukul Rohatgi who fought for Aryan Khan's bail | Three Kashmiri students, arrested for supporting Pak cricket team, attacked outside Agra court | Oman approves India's Covaxin for travel without need for quarantine | Bengal: BJP ward co-ordinator from Kolkata dies in road mishap in East Medinipur | Sameer Wankhede to head Aryan Khan case unless 'substantial evidence found against him'

Idea launches new TVC with jingle based anthem

India Blooms News Service | | 11 Aug 2014, 11:01 pm
New Delhi, Aug 11 (IBNS): Continuing with its effort to drive Mobile Internet penetration in India,mobile operator Idea Cellular has come up with a new advertisement with a catchy jingle based anthem, and an unconventional creative.

Breaking the clutter of similar looking ads on television, Idea’s new TVC shows a choir with people from across the country, singing the anthem – “Hum Nahi Banege Ullu Aaj Se…” – and thanking Idea Mobile Internet.

The song is based on humorous lyrics and a hummable tune, and is sung in a celebratory manner for the freedom begotten from mobile internet. The ad shows people getting the light of knowledge from their mobile screens and caution those who try to con unassuming people lacking knowledge.

The ad is based on Idea’s successful ‘No Ullu Banaoing’ campaign which helped the mobile operator build relevance of mobile internet in India and increase trials amongst its users in non-metro locations, leading to data revenue and subscriber growth.

Speaking about the new TVC, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “The new Idea ad is in line with our advertising strategy of being simple, creative, and using Music, to deliver the message in an emotionally appealing manner. I am hopeful, that our new ad will stimulate audiences and get them to sing along, and spread the message that Mobile Internet empowers users with knowledge and information.”

The theme is in line with the sentiment of Independence Day, and has been released on television on Sunday. The campaign will be amplified across various media outlets including TV, Radio, Digital and Social media over the next few weeks, the company informed.