Break the language barrier with an Idea!

IDEA Cellular launches a new brand campaign under the popular, What an Idea, Sirji! series, to demonstrate the power of telephony - “Kyunki Bolne ke liye Bhasha ki Zarurat Nahi Hoti”

Imagine getting a lucrative job offer from a far flung city in India; the offer excites you, but the thought of living in a place where a different language is spoken, makes you doubtful. Would you leave the offer only because you cannot speak the language, or overcome the hurdle by adopting a simple idea and give wings to a bright career ahead? The new advertisement from IDEA Cellular, which broke on TV this weekend, shows Sirji this time proposing a new idea to overcome the language barrier. And his message is “Bolne ke liye Bhasha ki Zarurat Nahi Hoti”

India is a land of a billion people talking in 22 recognized languages, 850 mother tongues, and 22,000 dialects; it is also a land of opportunities for the young Indians who are ambitious, go-getters, and have dreams in their eyes. However, this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country. Taking note of this growing concern of the multi-lingual society, IDEA Cellular has set out to demonstrate how a simple solution can build bridges between people speaking different languages.

The new ad from leading mobile brand unravels an idea which will help millions of Indians - who move out of their homes for Career, Education, Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings - to easily adapt to the change in environment and communicate smoothly.

Idea Brand Ambassador, Abhishek Bachchan (aka Sirji), who has in the past been seen in various avatars such as the Sarpanch, Tourist Guide, School Principal, Politician’s aide, Doctor, and even a Tree, is now seen in a completely different role in the new ad. The Sirji character who has won millions of hearts with his smart ideas and witty comments is now giving a new idea to overcome the language barrier, without speaking a language!

Speaking about the upcoming campaign, Ms. Anupama Ahluwalia, Vice President – Marketing, IDEA Cellular, said “Almost every Indian has gone through a situation where one has struggled to communicate with another fellow Indian just because of language. India’s diversity lies in its languages, and rather than being intimidated by this barrier, we need to just find a simple solution to overcome it and easily adapt to different environments and people. The new Idea campaign offers a Champion idea to address this concern of our society, through the power of mobile telephony. We are confident that the new brand campaign will build a strong connect with the audience and further grow Idea’s over 70 million subscriber base.”

Brand Idea’s new theme campaign is targeted at the youth and the creative has a young and modern look, portraying real-life situations faced by the Gen-Next. The ad has been designed to also demonstrate Idea’s pan-India network which offers seamless mobile connectivity across the length and breadth of the country, and affordability of its products and services. Idea will roll out a 360 degree campaign to reach out to the audience, utilizing all traditional and emerging media platforms.

The new ad is yet another innovation in the series of Idea’s campaigns with the popular tag line – What an Idea, Sirji!. The preceding campaigns - ‘Championing a world without caste’; ‘Championing a world in which no one suffers from the disability to communicate’; ‘Education for All’, ‘Participative Governance’, ‘Walk When You Talk’, and the recent ‘Use Mobile, Save Paper’ campaign - all abide by the essential brand promise of providing a simple, fresh and imaginative solution to a complex problem of the society.

The ad has been designed by Idea’s creative agency, Lowe.

About IDEA Cellular Ltd

IDEA Cellular Ltd. is a leading GSM mobile services operator with over 70 million subscribers, under brand IDEA. It is a pan India integrated GSM operator covering the entire telephony landscape of India, and has NLD and ILD operations. IDEA is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.

IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation. The group operates in 25 countries, and is anchored by over 130,000 employees belonging to 30 nationalities. More information on the company is available at: www.ideacellular.comand on the group at: www.adityabirla.com