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‘Har mobile par internet = No Ullu banana’, What an Idea Sirjee!

Idea Cellular introduces new brand campaign showcasing the importance of mobile internet in India, featuring Brand Ambassador Abhishek Bachchan

Mumbai, February 25th 2014: “Know more = No Ullu banana”, is the new Idea! This is the essence of the latest brand campaign by Idea Cellular, featuring its Brand Ambassador Abhishek Bachchan. The ad highlights the power of mobile internet on the Idea network, and how it can empower users to evade unscrupulous situations and people in India.

Idea’s new ad rides on a catchy jingle and a very popular colloquial phrase – ‘Ullu banana’. The campaign builds on a simple cultural insight i.e. ’in India, people easily fall prey to everyday small cons because they are ignorant’.” This is so rampant in the country that every region and language has colloquialisms for it such as Ullu banana in Hindi. The new Idea ad offers a simple solution to this large societal problem i.e. ‘Get Idea Internet on Mobile’ and get rid of cheats.

Speaking about the new campaign, Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Idea has been at the forefront of spreading awareness about 3G and Mobile Internet services in India, for the last 3 years. We are the only mobile operator to offer a wide range of self-branded, affordable 3G smartphones to upgrade 2G users to 3G. Our new campaign, aims to further build on Idea’s strong Mobile Internet service network, on a pan-India basis, and get non-users to enter the category by making them understand the utility and benefits of using internet on mobile. We have tried to demystify mobile internet services to the larger Indian population by giving our own unique cut of “A telephony idea that can change your life”, and in a lingo that would connect with our TG, almost instantly.”

The new Idea ad shows different segments of consumers, who are not likely to be Internet savvy – like housewives, senior citizens, rural folk, users of feature phones etc. – using Idea’s Mobile Internet to get out of sticky situations and turn the tables on those who try to take advantage of them, in an entertaining, engaging and quirky Idea way.

The core message of the campaign is “Idea Internet All India” dramatized by the catchphrase “har mobile par internet, what an idea!”

Idea has already released teaser banners and the extremely hummable jingle on social media. The campaign will be amplified across 360 media including TV, Radio, Outdoors, Activation, Digital and Social media.

The new TVC breaks on national Television on Friday, February 21st, 2014.

The new creative has been developed by Lowe and the jingle composed by Abhishek Arora, while the lyrics is by Amitabh Bhattacharya.

Catch the ad :

Catch the jingle at:

About IDEA Cellular

IDEA Cellular is India’s 3rd largest national mobile operator, with more than 130 million subscribers. With traffic in excess of 1.5 billion minutes a day, Idea ranks among the Top 10 country operators in the world. Using the latest in technology, Idea provides world-class service delivery through the most extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.

IDEA Cellular is an Aditya Birla Group Company, India’s first truly multinational corporation. The Group ranks Number 4 globally and Number 1 in the Asia Pacific in the 2011 Top Companies for Leaders (TCFL) study conducted by Aon Hewitt, Fortune (the Global Business Magazine) and the RBL Group. It operates in 36 countries, and is anchored by more than 136,000 employees belonging to 42 nationalities. More information on Idea Cellular is available at and on the Aditya Birla Group at

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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