Idea Cellular has released an ad film around the Raksha Bandhan festival
- 1. Idea Cellular has released an ad film around the upcoming Raksha Bandhan festival. The TVC created by Lowe Lintas and Partners went on air on 7 August.
- 2. A young woman on a bike stops by a policeman to ask for directions. He addresses her as sister (behenji) and guides her. On hearing ‘sister’, she checks his wrist to see that he isn’t wearing a ‘rakhi’ and asks him why.
- 3. He replies that he has been on duty since morning. She takes a rakhi, ties it on his wrist and wishes him ‘Happy Raksha Bandhan.’ He gets emotional and says that he has nothing to gift her.
- 4. He insists that she take his number and reach out if she ever has a problem. A voice over signs off saying, “Public aur police ka beech bandhan - ek accha Idea” (A bond between public and the police, is a good idea).
- 5. On the campaign, Arun Iyer, national creative director, Lowe lintas and Partners, said, “Idea Cellular releases a TVC for every festival. Previously, we have had TVCs for Diwali, Eid, Christmas, Valentine’s Day and Holi. So we thought we should take the property forward and create a TVC for the upcoming festival of Raksh Bandhan which is a big celebration for Indians.”
- 6. “Normally one associates the festival with a sister tying a rakhi on her brother’s wrist and he makes a promise to protect her. So we decided to give the idea a spin. The police works very hard for safeguarding the society and citizens. So we developed a story where we have a young girl located in city and she is lost. She approaches the policeman for help. She then decides to tie a rakhi on his wrist as a gesture of thanking him for the service provided. The idea was to bring a lot more trust in the equation between the citizens and the police,” Iyer added.