With the brand also called Idea and so was the baseline, it was necessary to extend the concept of providing solutions for problems.
Aaj Se Nah Koi Dhomiar, Nah koi Purmi. Koi Bhi Apne Naam Se Nahi Jaana Jayega”, said sarpanch Abhishek Bachchan in a Haryanvi tone.
“What an Idea”
Balki said that, before this, Idea as a brand had a very byzantine baseline – Technology doing something for people – which people could not connect easily. Lowe was looking for a way to communicate the same proposition simply and that was how lines and campaigns were envisaged.
Nikhil Rao and Ashwin Varkey, creative directors, created 4 to 5 concepts – one of which was ‘Everybody has a number and not a name’. This elicited an idea to Balki: “We often see people fighting because of a name! What if everybody had funny syllables as their identity?”
With the brand also called Idea and so was the baseline, it was necessary to extend the concept of providing solutions for problems that the mass audience understood. To create an impact, the problems had to be big, but the solution easy & childlike, however, creating a huge impact. Moreover, the solutions could not be frivolous but relevant and scientific.
The best was if the ideas were simple but big. These were all ‘Ideas for Life’.
The extended campaign was able to resonate with the masses as it caught the ethos of India. The simple solution usually presented humorously not only solved a problem but entertained people. Nothing complicated!
Amit Sharma produced and directed the TVCs for a very long time from the first one. Interestingly it was Amit who added the ‘Ji’ to sir making it even more authentic- Sirji!