Idea Cellular introduces new brand campaign showcasing the importance of mobile internet in India

“Know more = No Ullu banana”, is the new Idea! This is the essence of the latest brand campaign by Idea Cellular, featuring its Brand Ambassador Abhishek Bachchan. The ad highlights the power of mobile internet on the Idea network, and how it can empower users to evade unscrupulous situations and people in India.

Idea’s new ad rides on a catchy jingle and a very popular colloquial phrase – ‘Ullu banana’. The campaign builds on a simple cultural insight i.e. ’in India, people easily fall prey to everyday small cons because they are ignorant’.”. This is so rampant in the country that every region and language has colloquialisms for it such as Ullu banana in Hindi. The new Idea ad offers a simple solution to this large societal problem i.e. ‘Get Idea Internet on Mobile’ and get rid of cheats.


The new Idea ad shows different segments of consumers, who are not likely to be Internet savvy – like housewives, senior citizens, rural folk, users of feature phones etc. – using Idea’s Mobile Internet to get out of sticky situations and turn the tables on those who try to take advantage of them, in an entertaining, engaging and quirky Idea way.

The core message of the campaign is “Idea Internet All India” dramatized by the catchphrase “har mobile par internet, what an idea!”
Idea has already released teaser banners and the extremely hummable jingle on social media. The campaign will be amplified across 360 media including TV, Radio, Outdoors, Activation, Digital and Social media.

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69 Comments on "Idea Cellular introduces new brand campaign showcasing the importance of mobile internet in India"


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May 18, 2015 10:10 pm 10:10 PM

sir I got message 25rs recharge u get 250mb 3g data when I went to shop and recharged it I got 100mb remaining 150mb I dont get idea if u r interest to sell ur products then sell it but dont cheat it people give trusted offers sorry to say please give u trusted messages airtel giving trusted offers but idea giving fack offers please change otherwise I will change to airtel

March 4, 2014 7:17 am 7:17 AM

can aircel net pack 24rs (100 MB Data + RateCutter (1p/10Kb)) + 67rs 1GB 5 Days work together ? if it works i will get 1gb+100mb validity 30days in 91rs 🙂 i am from mumbai and tried to recharge from here

February 25, 2014 6:16 pm 6:16 PM

@Umesh: 1st use ur idea 200 MB n then do ur special rechage.
N yes this 251rs tata offer is too good. 5 months back I had done: 500 ftt main bal n + (2GB/60 days) .N in my last 4 years with Tata tele never faced false drduction. n even on 2G internet is best: docomo n virgin Mobile too, my personal experience.