India is one of the fastest, if
not the fastest, growing countries for telecom companies with tele-density on
an ever increasing curve. No wonder the last few years have seen outstandingly
creative work coming for telecom brands. To name a few, the Vodafone pug and
then the zoozoos, Airtel’s catchy tunes, Idea’s sirji, Tata Docomo’s series of
ads.
Idea has consistently come up
with diverse attempts to stand out from the clutter. Their new campaign ‘honey
bunny’ tries to go the ‘ringtone’ or ‘caller tune’ way. A famous musical piece
always gives a top-of-mind-recall. it’s very much a tried and tested formula.
Thus goes away from the risk-taking creatives IDEA is known for. Having said
that, the tried and tested works and this case is no different. We are seeing,
or should I say hearing, a lot of these ring tones and caller tunes.
An example of the popularity can
be found out from the following video done by a family. The entire family is
the cast who enjoy the song to the fullest. IDEA brand managers would be
smiling from ear to ear on seeing this creative rendition of their baby. It
won’t be a surprise if this video goes the ‘Kolavari de’ or ‘Gangnam style'
way. The success to viral videos is the simplicity and how it connects to the
audience. This video is shot well, although post-production work has gone into
it. It doesn’t look like a professional’s job done in a studio but a wonderful
effort nonetheless.
This video might not result in
increased sales for IDEA but it increases brand awareness. With technology
available for shooting videos, companies must attempt to engage customers to
join in fun. This could give some food-for-thought to brand managers to
leverage technology to gain customer engagement.
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