Idea Cellular continues it’s ‘What an idea, sirji!’ series with its latest film that creates another montage of ‘what ifs’. The topic this time is conservation of trees and in this campaign, the telecom major champions the use of mobile phone to save trees. It positions the cellphone as a device to eliminate wastage of paper.
The campaign which breaks on television channels today, has been developed by Lowe Lintas, Idea Cellular’s creative agency. Mindshare is the media agency for the account.
Pradeep Srivastava, chief marketing officer, Idea Cellular said, “As a brand, Idea Cellular has always looked at championing thoughts which have the power to change the society. So with our agency Lowe Lintas, we have previously done campaigns about caste wars, quality education, democracy and ‘walk when you talk’. The latest campaign takes up the burning issue of deforestation and prompts innovative ways in which a mobile phone can reduce paper consumption and ultimately come to the rescue of saving a tree.”
Ashwin Varkey, creative director, Lowe Lintas said, “This time, we thought why not give ideas to save paper? There is so much paper that is wasted – simple things like paperless railway tickets, airline tickets open up a world of possibilities where the mobile phone can reduce paper consumption. It’s a young and innovative idea about mobile phones being the 21st century solution to eliminate paper wastage, that in turn helps keep our planet green.”
In this film, the protagonist, Idea Cellular’s brand ambassador Abhishek Bachchan, personifies the lone surviving tree in a forest cut down to feed the paper mills. He falls upon the idea of how the mobile phone could be used as a replacement for paper thus negating the need to indiscriminately fell trees and consequently save the environment. A montage that follows shows a consumer reading the newspaper on his cellphone (m-paper), a waiter in a hotel noting down his customer’s order on his cellphone, an airline boarding pass being checked on the mobile phone itself and so on and so forth. A lady is seen giggling when a flea market salesman asks her if she has any old newspapers to give away.