POPULATION

Short List
TitlePOPULATION
ClientIDEA CELLULAR
Product / ServiceMOBILE TELEPHONY
CategoryA14. Commercial Public Services
EntrantLOWE & PARTNERS SINGAPORE, SINGAPORE
Entrant Company:LOWE & PARTNERS SINGAPORE, SINGAPORE
Advertising Agency:LOWE & PARTNERS SINGAPORE, SINGAPORE
Production Company:CHROME PICTURES Mumbai, INDIA

Brief Explanation

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.

Credits

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