Idea Cellular's IIN "idea" faces flak on social media
The brand has not received the kind of response it expected out of the ambitious campaign. Social media is abuzz with parodies and mocking trolls about the latest string of
Idea Cellular started the year with a clear objective of increasing Mobile Internet penetration across the country and increase relevance for mobile internet, making it a way of life for people. Idea launched its latest campaign – “IIN, the greatest place to learn”.
Watch the TVCs here:
According to the company, the new ads are a reinforcement of Idea’s focus on the growth of mobile internet services and follows close on the heels of its award winning campaign – ‘No Ullu Banaoing’ – which won the ET Telecom Awards 2014 in the ‘Marketing Campaign of the year’ category, and may such accolades last year.
However, this time around, the brand has not received the kind of response it expected out of the ambitious campaign. Social media is abuzz with parodies and mocking trolls about the latest string of ads launched by the mobile operator.
Here are a few excerpts:
Idea’s take
In a press statement issued at the time of the campaign’s launch, Sashi Shankar, Chief Marketing Officer, Idea Cellular, said, “According to “While the ‘No Ullu Banaoing’ campaign focused on educating users on using the mobile internet, with IIN (Idea Internet Network), Idea aims to ‘empower’ the users, especially the youth, of using internet to their advantage. The campaign drives home the point that no matter how difficult or trying the situations get, the youth of today can sail through them with the help of technology - courtesy the Idea Internet Network.”
According to him, like all Idea ads, this one again picks up a societal problem and offers a simple but effective solution using the power of mobile telephony. Education is the foremost important prerequisite for shaping tomorrow’s India. Limitations such as capacity in colleges, hyper competition, lack of funds etc. are creating undue pressure on the youth preventing them from attaining their ultimate ambition in life.
However, what the brand has to say on the mounting negative feedback is yet to be seen. Mails sent to Idea remain unanswered.
