WCRC Brands Illustrated up till 15 October | Seite 58

BI Campaigns Divided by Boundaries UNITED BY LOVE! K ohinoor has added itself to the list of products that bind Indians and Pakistanis. The rice brand recently launched a TVC that shows how rice can bridge gaps. Impeccably timed (in the context of India’s and Pakistan’s Independence Days), the TVC titled ‘Divided by boundaries, united by love’ was released on the eve of 14th August, on digital media. The ad is created by Crayons Advertising and will cater to ethnically Indian and Pakistani audience in the UK and the US. The brand will also release a separate ad in West Asia. The ad commences with two individuals, one of Indian origin and the other Pakistani, working together, oversees. While the two disagree on most things, be it music or cricket, they find a common link in Kohinoor Basmati rice, where the girl claims to have better biryanis. The TVC ends with the two dining together. The campaign is to be followed soon on other mediums and in countries. No !dea GET IDEA ‘N o Idea, Get Idea’ campaign of the telecom brand Idea was one of the key drivers for its mobile number portability service. The popular tagline is being used once again by the brand in a revived way and with a different tune in its latest campaign. Idea Cellular has recently launched two television commercials to promote its service of national mobile number portability. One of the new Idea TVCs shows a young career oriented girl shifting base to Delhi from Alwar. While she is excited about the fresh start and is enthused to make it big in her career, she faces the hassle of dealing multiple bills. The solution lies in the suggestion that follows when her colleagues suggest her ‘Get Idea’. The thrill of overcoming this problem gets them dancing to the ‘No Idea, Get Idea’ tune. In the second TVC, a young man reaching Kochi 58 from Kolkata, soon after landing at the railway station realizes that his phone has no connection. His quest for getting the best network is answered immediately by the locals who suggested him ‘Get Idea’. The people are then seen dancing to the ‘No Idea, Get Idea’ tune at the platform. Under this new campaign, Idea has come up with a series of TVCs capturing unique situations that dovetail into a story and further ensures a solution in the form of Idea’s network and customer service.