Idea: Breaking the language barrier

Sujit Patnaik and Vishal Bijlani

Campaign details

Brand owner: Idea Cellular
Agency: Lowe Lintas
Brand: Idea
Campaign duration: Last week of August until the second week of November 2010.
Country: India
Channels used: Internet - microsites, widgets, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - media, Television

Executive summary

With over 2,000 dialects and 29 languages in India, you need to be a born linguist to make yourself understood without getting stuck or being scoffed at.

Idea Cellular, the mobile operator, decided to try and make language in India a non-issue. This concept was not only used in developing and advertising campaign, but was also used to establish a free language helpline, so that any Indian could speak in any language. This campaign leapfrogged Idea Cellular into receiving better scores on most brand track research parameters over Vodafone.

Campaign background