Idea Cellular - "myIdea Showroom on Mobile"

The Idea Cellular has launched a new service called “myIdea showroom on mobile”. Idea Cellular has come up with an innovative campaign to promote its my idea showroom services, over 125 million Idea users can just dial ‘121’ from their Idea number and access Idea Showroom, anywhere, anytime in these fast-paced times in the new-age India, when reaching a showroom often needs to be timed and planned in advance, Idea Cellular has elevated the customer service experience by enabling access to showroom at customer’s convenience.

Idea’s new TVC, riding on a hummable tune – ‘Do the 121’ – and a catchy dance step, goes on-air on Friday, September 6th, during the opening of the new season of Kaun Banega Crorepati (KBC), powered by Idea. The company’s association with KBC continues for the 4th consequent year. TVC promotes its 121 offering, the toll free number mobile users can dial to avail offers, subscribe to value added services, internet plans and so on. Created by Lowe Lintas and Partners, the film uses a dance move to promote the 1-2-1 offering.

The film opens with a boy asking for a directions to the Idea showroom. The man responds with a dance move – he jumps once to the count of one, moves a step to his right and jumps again and says ‘2’, and then takes a step to his left to jump one more time, and says ‘1’ again. He adds, 'Aa gaya Idea ka showroom' (You’ve reached the Idea showroom). The film goes on to show a series of situations where people perform the same move, before showing a boy do the move on a mobile – stepping on the keys ‘1’, ‘2’ and ‘1’ in the process. A voice over explains that users simply need to dial 121’ for the Idea showroom to ‘come to them’.

Kellogg's 'Anaaj ka Nashta'

Kelloggs is introduced the concept of Corn Flakes as a breakfast item throughout the world.  They are experts in changing breakfast eating habits of customers across the world. Kellogg's in 1990's came out with series of ads which focus that the Indian breakfast was not nutritious and that Indian breakfast was not very good for health.  This deeply hurt the sentiments of the Indian home makers. Later on they modified their campaign as Kellogg's breakfast is as good as any other Indian breakfast like idle or chappathi.

Kellogg's came out with a creative Hindu News Paper Ad on 25th September 2013. The ad was placed as if it is a news article and the ad was positioned below. When you have the first look you will feel that its a news article. The ad try to emphasis that corn flakes is a balanced breakfast. The second interesting aspect of the ad it that is has a small plastic pack of wheat pinned to the ad which helps to get the attention of the reader.  This small attachment creates curiosity to the read whole content of the ad. The title of the ad is Kickstart your day with a balanced Anaaj Ka Nashta.

Titan Edge - Master Beyond Belief

Titan Edge watches released a new commercial for its brand. TVC is Conceptualised by Ogilvy & Mather, Bangalore, and produced by Stockland Martel, New York, the creative idea, titled “Mastery beyond belief”, was to lend a human association to the watch. Titan Edge is one of the slimmest watch in the world. I like edge watches due its minimalist design and the new TVC also exhibits that clearly. The titan Edge watches are made with space age titanium, which is also light as feather is reflected in the advertisement. 

The TVC show Swiss balance artiste Maedir Eugster executing a sophisticated balancing act, starting with a feather on a palm frond spines. He carefully rests the feather on a small branch and then grabs another slightly larger spine and balances each one on the tip of the next, until he’s holding a massive kinetic sculpture overhead. The act of ‘Mastery beyond belief’ symbolises the precision and skill that goes into creating a Titan Edge, as the structure he holds morphs into a Titan Edge on screen. The super reads – ‘Maedir Eugster, balance artiste, wears the slimmest watch in the universe.’

The commercial used the short film "Balance" created by photographer Tobias Hutzler. The full video can be checked here video.