Idea Cellular has been a wannabe cellular network provider for a long time in India. They are perennially the ones lagging far behind in the market share race and for good reason – every Idea mobile subscriber will tell you tales how they don’t get any reception unless they stick their head out of a window at a particular angle when taking phone calls.
The sensible thing to do would have been to invest in more mobile towers – real, tangible stuff that would make a difference. Instead, Idea Cellular went for a strategy Microsoft has adopted for years (before Windows 7 happened) – sink lots of money into retarded advertising campaigns. Over the past few years, using Idea Cellular mobile phones has solved various challenging problems such as illiteracy, caste riots, and obesity.
Emboldened by having tackled such grave issues, Idea has now moved on to saving trees, I hear. They have a new campaign called Use Mobile. Save Paper.
Notice something there? Many of the people trying to save trees are doing so by shifting their reading to iPhones! This is a classic case of the left hand not knowing the fact that the right hand is currently busy jacking off. Somebody forgot to tell Lowe Lintas (the agency which created this ad campaign) that Idea doesn’t sell the iPhone on their network.
I’m not sure whether Lowe Lintas was the agency behind the other commercials, but it seems that their creative team is permanently high from smelling their own farts. Unless, what they actually wanted to say was “Want to save trees? Why sure, just go and buy a highly overpriced device from two of our biggest competitors!”
One of these days, they’ll come out with a commercial saying something along the lines of ‘using Idea Cellular solves the AIDS problem’. The Nobel committee will then say “What an idea, sirji” and give Abhishek Bachchan a Nobel Peace Prize for being a fucking saint and solving every social issue possible using mobile phones.
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