ASIA-PACIFIC – JULY 2011 – In India, the 3G battleground is heating up with two campaigns: Lowe Lintas India’s "Population Control" campaign for Ideas 3G and Grey India’s latest TV commercials for Reliance Communications.
Every so often, there comes an idea so amusing it might actually work. In Lowe Lintas India’s new campaign for Idea 3G, the service is so entertaining and exciting that it will help control the population.
The truth that the brand plays on in this campaign is that the lack of other forms of entertainment is one big reason for indulging in sex, ultimately leading to an unchecked population boom. Not everyone on YouTube is keen on the concept, missing the comical nature of the ad. The scenario might sound like a fantasy for now, but with 3G in everyone’s hands, it could just prove true.
Idea 3G campaigns have always been about solving large problems through simple imaginative mobile solutions, which might not be possible in the real world but are always plausible. Be it “Save paper, use mobile” or “Walk and talk”, there is always the inherent element of the unexpected and imagination at play.
Grey’s task was to visibly demonstrate to consumers how Reliance 3G is distinguished and superior compared to other 3G offerings in the market. The agency decided to stick to the simplest, cleanest and most direct form of speaking to consumers via an execution element of ‘Just 3G’ and ‘Reliance 3G’ on each side of a split screen.
The two films on air talk about two of the products features, namely crystal clear video calls (without pixelation) and uninterrupted videos (without buffer time).
Malvika Mehra, National Creative Director, Grey India, said, “There is so much ‘tech jargon’ surrounding communications for 3G these days. If you keep the average geek aside, honestly, a lot of people don’t really get what this creature called 3G actually is. We wanted to demonstrate the ‘superiority’ of Reliance 3G in a manner that was first and foremost simple.”
CREDITS
Client: Idea 3G
Agency: Lowe Lintas India
Creative: R. Balki, Arun Iyer, Ashwin Varkey, Carlos Pereira, Virendra Vilankar , Tanvi Phadke, Linesh Desai, Subodh Menon & Jaywant Dabholkar.
Planning: Suraja Kishore
Business: Raj Gupta, Sujit Sanyal, Sachin Pandirkar, Vishal Bijlani, Prashant Valluri
Production House: Chrome Pictures
Director: Amit Sharma
Client: Reliance Communications
Agency: Grey India
National Creative Directors: Malvika Mehra, Amit Akali
Executive Creative Directors: Rohit Malkani, Karan Rawat
Creatives: Hemant Shringy, Pallavi Chakravarti, Surendra Gohey, Santosh Joglekar, Nitin Patil, Shruti Venkatraman, Shiv Parmeswaran, Shruti Jalan, Gaurang Divecha
Servicing: Mithun Roy, Amarendra Singh, Aditya Krishnadas
Planning: Arindam Sarkar, Aunkita Dey
Films: Samir Chadha, Manjula Moses
Production House: Tubelight Films
Director: Prashant Issar
