IDEA’s ‘call the cricketers’ campaign

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I remember my first meeting with Ravi Gupta, the legendary chief of Trikaya Advertising. I was a fresher in the agency then and was to meet him at a client’s office. Before joining advertising, I had heard that it is common practice to call your big boss by his first name. So, there I was practicing my introduction to him. Standing in the client’s conference room, I used to mentally picture myself saying, ‘Hi, Ravi!’ and variations thereof. He walked in with a big warm smile and a in a guttural voice said, ‘Hi, I am Ravi’ shaking my hand. I could only muster a meek, ‘G-g-g-good morning, Sir!’. Quite like Abhishek’s predicament calling Sachin Tendulkar, as part of the Idea Cellular’s IPL campaign.

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Apart from the Vodafone Zoozoos, this is one campaign that sticks out in the IPL telecast. Not all the commercials are great, but the one’s featuring Abhishek work the best – he did a good job on the ‘I am also lefty, sir’ one. Short, sweet and drives home the point. Apparently, IDEA has raked in some 2 million calls, for this service though they have made it clear that the ‘prerecorded message may or may not be in Cricketer’s original’. The product idea is great though – simple and engaging. I guess the response is positive because it is a way to connect with your cricketing idol. Or so the consumer thinks.

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By bhatnaturally

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bhatnaturally

Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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