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’.