Not An Idea, Sir Ji

Idea Cellular's recent television ads show Abhishek Bachchan as a creative problem solver.

He asks people to replace their names with their phone numbers to end caste violence. Then, he spreads the reach of English language education by broadcasting lectures over cellphones in rural India.

The ads end with a self-congratulatory "What an idea, sir ji".

OK. Nice concept, well-produced TVC, but one must ask the uncomfortable question: what message is Idea Cellular trying to send out by dramatising an unfeasible, impractical idea and then patting its own back?

Vijay Nambisan criticises the campaign on The Hoot. He says:

Surely it is a laudable objective to take education – of whatever kind – to the villages. This initiative with the mobile phones might even work. But is it ethical to take credit for an idea, pretending it has been put into practice? That is what this company is doing.

This trend needs to be stopped before more corporates see the beauty and simplicity – and economy – of claiming the kudos for an idea instead of achievement.

What do readers feel about this ad campaign?

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