Debrief: Idea: Sob, sob!

07 May,2013

By Anil Thakraney


Some months ago I had reviewed the Idea telephone exchange commercial which featured a son exchanging the phones of his bickering parents. I had mentioned that Idea was onto a tremendous consumer insight, and I can say it’s working wonders for the brand with the second ad too. While I was not very happy with the casting in the husband/wife TVC, must say the new ad is perfectly done.


This one features an ultra busy young executive who has no time to even call his aged parents. The smart dad exchanges the phones of his son and the mother, and sets the stage for an emotionally charged finale. As the son discovers that his mom doesn’t get a single phone call during the day, and he promises to keep in touch every day with his parents.


Brilliant! I love it! It’s nearly impossible for a thirty-second TV commercial to leave tears in your eyes, and Idea has managed to do exactly that. Fabulous casting this time, and a situation which every single Indian family will identify with: Children too busy for their lonely parents. And yes, we Indians are emotional fools, this ad will hit the bulls-eye on our bleeding hearts.


Hats off, Sirji!


Rating: (On a scale of 1-5): 4.5. Superb idea, superb treatment.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.




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3 responses to “Debrief: Idea: Sob, sob!”

  1. p2 says:

    i make a point to read your column regularly though i may not agree with your thoughts alwys, but they are nice to read.. keep it up.. i do agree IDEA commercial is great, but does the ad convert it into more sales.. would like to know.
    we all like the ad, its nice, but does ad go and make me buy the product?

    • Himanshu Agarwal says:

      Hi P2, does the ad convert into more sales…is a million dollar question which folks who bankrolled the campaign would also like to get answered!

      No one knows how many connections did the puppy sold for a telco who is “Happy to Help”, but it definitely created a huge demand for those cute little puppies.

  2. Himanshu Agarwal says:

    Hi Anil, I like to read your columns. Another factor which makes this ad earn 4.5 is the timing of its breaking on the Telly. Mothers Day is round the corner and !dea has again managed to strike it topical in a month which does not have any festival! Hai na badhiya comment sirji 😉