Idea: Breaking the language barrier
Sujit Patnaik and Vishal Bijlani
Brand owner: Idea Cellular
Agency: Lowe Lintas
Campaign duration: Last week of August until the second week of November 2010.
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
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.