Idea Cellular has rolled out a virtual character ‘Dada’ – a dhoti kurta clad, long-haired, easy going, happy-go-lucky character – in a bid to connect with its consumers from Orisssa, Kolkata-WestBengal and Eastern Telecom Circle of India and create visibility.
We are hopeful that the beloved character of Dada will engage a large number of people in the digital space, thus helping us gain mindshare and establish connect with our target group. We see the digital space as a good way to engage with the youth, and expect to create strong connect,” says Idea Cellular CMO Pradeep Shrivastava.
Dada’s apparent speech impediment, which either comes naturally or is caused by the beetle nut leaf in his mouth, instantly connects with audience from the East.In the first film, Dada plays a tour guide who isn’t aware about history, current affairs, and general information about Puri in Orissa. It revolves around the no-win situation Dada is faced with and the subsequent transformation that he undergoes.
The cellular service provided has also created a portal – dadakiduvidha.com, which will carry interesting stories about Dada.