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The TVC portrays Idea 3G as an exciting substitute for sex.Titled 'The Idea 3G Population Control Campaign', the ad features brand ambassador Abhishek Bachchan who is seen promoting product offerings including 3G-based mobile applications like mobile TV, gaming, video conferencing, and social networking on superfast internet."The ad is to be digested as a light-hearted story," says Pradhan.Elvis Sequeira, national creative director, Cheil Worldwide, Southwest Asia, finds the ad hilarious.Following the words '3G pe Busy', 'No Aabaadi, No Barbaadi' that are highlighted in a soundtrack, the ad leaves viewers with the catchphrase 'No Baby, Only 3G'.The new ad is yet another addition to the long-running series of Idea campaigns that characteristically end with the tag line -- 'What an Idea, Sirji'.
Sashi Shankar, chief marketing officer, Idea Cellular, says, "Our brand campaigns have always celebrated ideas that have the power to change society and the way we live.
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"I love it," he quips, "I think that as far as the 'What an Idea' series goes, this one sparkles brightest!
It's dripping with sarcasm and is bold and controversial.
"This is one of Idea Cellular's better ads; I like it more than the 'Walk-and-Talk' ad." According to Pradhan, the humour value of the ad is good, and it fits the format of the series well.