Title | POPULATION |
Brand | IDEA CELLULAR |
Product / Service | MOBILE TELEPHONY |
Category | A14. Commercial Public Services |
Entrant | LOWE & PARTNERS SINGAPORE, SINGAPORE |
Entrant Company: | LOWE & PARTNERS SINGAPORE, SINGAPORE |
Advertising Agency: | LOWE & PARTNERS SINGAPORE, SINGAPORE |
Production Company: | CHROME PICTURES Mumbai, INDIA |
Name | Position |
---|---|
Team Lowe Asia Pacific | Chief Creative Officer |
Team Lowe Asia Pacific | Executive Creative Director |
Team Lowe Asia Pacific | Creative Director |
Team Lowe Asia Pacific | Copywriter |
Team Lowe Asia Pacific | Art Director |
Team Lowe Asia Pacific | Agency Producer |
Team Lowe Asia Pacific | Account Supervisor |
Team Lowe Asia Pacific | Advertiser's Supervisor |
Team Lowe Asia Pacific | Account Manager |
Team Lowe Asia Pacific | Planner |
Furthering its interest in social issues, Idea Cellular's latest TVC positions its 3G offering as something that can plausibly mitigate the country's predicament of overpopulation. The idea behind such a stance is the belief that one of the reasons for India's exponentially increasing population is the lack of entertainment, other than recreational sex. The objective of the campaign is to create awareness about this problem, and to convey that Idea 3G is entertaining enough to check the same. The TVC portrays Idea 3G as an exciting substitute for sex. It attempts to establish a connect with the masses by featuring people from various parts of the country, reacting similarly once their only source of entertainment -- the television -- is shut down due to a power-cut.