Idea, the telecom major has launched a thematic ad film in line with its 'social and political change' creative route.
The film shows a greedy political staffer advising a lady minister to sign a document to allow the construction of a shopping mall on an agricultural field. The businessman funding the project is also willing to fund the minister's party in return.
Before the minister can sign, however, her secretary (Abhishek Bachchan) suggests taking feedback from the 'janata' (public) first and what better than an Idea-powered mobile to do this.
After sending out SMSes, he manages to collect an overwhelmingly negative response.
The 'mantri' decides that public opinion is more important. While Bachchan very cleverly says that if you listen to the public, they will listen to you – thus promoting democracy. "What an Idea!" Bachchan signs off.
In addition to this 45-seconder, Idea has rolled out six 15-second films that are vignettes of similar issues, with Bachchan collecting people's views through his mobile – on whether plastic bags should be banned; whether sex education should be made compulsory; whether dry days should be done away with; whether a dam should be constructed on a particular river; whether policemen should be given better salaries; and whether renaming streets is a good idea. In each case, the politician decides in favour of the masses, while Bachchan and Idea play messenger.
In September 2007, Idea unveiled the 'caste wars' ad featuring Bachchan, the first in this series, which had the point of view, "What if there was no caste system?"
Later, in January 2008, the Taj Mahal film was rolled out, which had Bachchan playing a tourist guide in Agra, communicating with a speech and hearing impaired tourist through SMS. The point was that race and colour need not be obstructions to communication.
The next campaign was about educating underprivileged children with the concept of a "mobile classroom". "That one wasn't too far-fetched. With the advent of 3G, things like this may just become possible," says an optimistic Srivastava. The latest campaign has a politician seeking the opinion of the public before making decisions that will ultimately affect them.
Various media including press, digital, radio and outdoor are being leveraged for this campaign.