You must have seen those ads – “What an Idea! Sirji!!” of Abhishek Bachhan and how having a generic phone number ensures that all problems due to differences in caste, sect, religion are removed. Novel way to target and position yourself to the masses indeed.
Come to the streets of Mumbai, there you see a different picture. Idea ads have celebrities declaring proudly, that they have an Idea Mumbai No., and that makes them a Mumbaikar. The niche is well defined and it does have an appeal to it. I consider myself a Mumbaikar, but would I go to the extent of getting an Idea Mumbai No. :-P. But it’s a good ad nonetheless.
So in one case, Idea is seen generalizing their service offering, whereas in the other, the same offering (viz., the phone number that you get) is a way of defining and segregating the masses. Interesting, wouldn’t you say? Kind of like Glocalisation.
6 thoughts on “Idea – Adapting or Confusing?”
Hmmm… I had written a post on Idea’s innovative campaign on children education on my blog. They sure come up with good concepts. I’m not liking the Mumbai campaign but… to be very frank. I dont understand the point in saying “mera number Mumbaika to main bhi Mumbaika”
Anyway read this http://maxmayur.wordpress.com/2008/08/27/an-idea-is-changing-lives/
Yes. Idea did a winner with this one, but I guess it must not have sold in Mumbai, hence the wannabe Mumbaikar campaign.
Well my problem is these idea ads are just every where! Also the Mumbai wala ad campaign just does not fit in with there overall theme of ads which an Idea can change your life.
@sushrut – Exactly!! I thought the same thing … are they running the risk of a well informed person who has seen both the ads thinking the same thing … I think so! Its like being caught on the wrong foot :)
Wasn’t Raj Thakrey enough to carry on the Mumbaikar Slogan that Idea had to join in?
@raj – no. I dont think so, Raj can have a great following but how many of them would be willing to change their cell phone no.s :-D