Idea Cellular has once again come up with an innovative campaign to promote its my idea showroom services, it features the common man dancing on “Do the 121” soundtrack which is not as catchy as the “Honey Bunny” but then let’s try not to compare though it's a late entrant in the market.
The service is also similar to Airtel*121# which works on USSD but in case of Idea its on IVRS as well as on USSD where as Vodafone's made for you services which offers similar services with lesser benefits to its subscribers.
The TVC like all of the other Idea ads is quite desi, one of the best things about idea is their Shudh desi approach towards all of their ads unlike some other mobile service providers. The song has been sung in a very nice and a fun way which I believe is Idea’s forte rather than the actual TVC’s.
Idea in “Do the 121” simply has promoted their 24 hours customer service a.k.a “My Idea Showroom” which brings all their services to you by just calling 121 rather than you spending your whole time searching the net or going to their gallery to know the various offers, services and plans. All of us using different mobile service providers have already been very much known to this magical code but looks like idea wants each of their customers to be self-dependent.
Lets look at how various operators are offering *121# services.
How Its Pitched
My Idea Shower Room
Airtel Instant Help
Made for you
VAS Offers , Internet plans,Latest Talk time offers,Customer Care etc
Start or Stop any VAS, Check Last 5 transactions of your Prepaid Mobile, Activate 3G on your mobile, Get best suitable offers for your Mobile
Offers available on the *121# are customized offer based on the customer usage on the number. Like Vodafone to Vodafone at 10ps/min, STD call at 30ps/min, Local calls at 30ps/min at 30ps/min. Full talk time offer.
What we think : It kind of does make sense as people like our parents, grandfather, Chacha, Mamma etc are not very tech/telecom savvy and when they watch something like this on TV they might try it themselves and learn something new but like i said earlier it's not that catchy anyways do let us know via comments if it has made any impact on you .