Debrief: IDEA: Honey, it isn’t funny

06 Dec,2012

By Anil Thakraney


After the recent good campaign on Indian festivals, here comes a complete shocker from IDEA. The new TVC wants to communicate that the whole nation uses IDEA. The promise itself is highly yawny, wonder if there’s any brand left in this nation that doesn’t use the ‘Desh ka favourite’ platform. To make matters worse, the execution is so poor, you actually miss Small B, and that’s saying a LOT!


The idea IDEA has used is a highly irritating, totally juvenile ringtone that belts out ‘Honey Bunny’ trash when the phone goes off. And as you can predict, this nonsense happens all over the country. As usual, the Kashmiris, the Bengalis, the Southies, the Sardars, etc, all make a comeback. As they go ‘Honey Bunny’ in their respective accents.


Completely boring and a tired piece of work. A trainee copywriter would do better than this at a hurried copy test. What is even more appalling is that it comes from a team that usually does good work. Well, let’s just say they had an off day, it can happen to the best of us. Folks, immediately kill this ad, have some beers, and go straight back to the drawing board.


[youtube width=”400″ height=”200″][/youtube]

Rating: (On a scale of 1-5): 0. Zero entertainment. Full-on irritation. Section 66A applicable.


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One response to “Debrief: IDEA: Honey, it isn’t funny”

  1. arun says:

    Dear Mr. Anil,

    With all due respect to your over-reaction, what you find juvenile, yawny seems to be catching the fancy of this country. And I would like to substantiate with numbers (happened to read in another post of yours that you don’t argue with numbers). Less than a week later, the song has more than a million likes. The film has about 1,75,000 views on youtube. And the song about 2,00,000. Looks like, the trainee copywriter has not done too badly in his copy test. Worth thinking about.

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