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.

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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.