Post on 08-Aug-2018
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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