No, we’re not missing Sirji… We’re happy Honey Bunny…

What an idea Sirji…. An idea can change your life.

That is what the campaign for Idea Cellular shouted for few years. Even though the concept of social awareness and the creativity of the campaign was excellent, the choice of Abhishek Bachchan as brand Idea’s ambassador was a blooper. Generally, the intention of brand associations and endorsements is to leverage a product/service brand based on the popularity of the celebrity or the associating brand. But, in case of Idea Cellular, it was the other way round…! For small B, who never really got any worthwhile success on his own, being the brand ambassador of Idea was the only bright spot on his lacklustre resume… So, it looked like Idea was endorsing a struggling actor, who had nothing much to his credit and who had a listless work-bio.

The recent spurt of new commercials from Idea (Hunny Bunny, Telephone Exchange and Aiyo Holi…) have won more visibility to the brand than the years of wisecracks mouthed by the Bollywood disaster, who never came out of his immature attempts to imitate his legendary father’s baritone. This failed attempts to imitate lends his voice an inauthenticity, because of the obvious lack of originality.

It has been proved much more convincingly, with ordinary people, that the message has more power than the messenger, and if the messenger is weak, it affects the credibility of the message. The departure of Bachchan from Idea campaign has lent a breeze of freshness to the stale, predictable, irritating communication.

I read in ET  (Brand Equity, dated 10 Apr 2013) that the persons in charge of brand positioning of Idea are still vouching for Abhishek Bachchan to come back. They say that it is the X-factor and will help to recharge the brand after a break. The question is which brand? Brand Idea or brand Abhishek Bachchan?

A brand loses if it associates itself with a loser. But, some sycophants in the media business, who act as gullible disciples of some Guru, really can’t see the obvious what anybody with ordinary commonsense can see. These people may be good at ideating, but they really miss out when it comes to understanding the process of communication and execution. The honchos are blind to the fact that succumbing to the over allegiance of some of your decision makers to the Bachchans  is costing heavily to the brand. A chacha fails to see that the bhatija has failed to come out of his father’s shadow, and it’s futile to waste money on failures.

Why should any self-respecting brand manager indulge into such wasteful exercise of associating a strong brand with a loser? There does not seem to be any rational or commercial reason behind this foolishness.

My suggestion to the team in charge of brand Idea Cellular: please wake up. An idea to get rid of AB Jr has helped your brand while at the same time saving you some money.The only weak part of the Idea campaign was the brand ambassador. Let an idea change your own mind forever now.

Meanwhile, I congratulate the creative souls behind Honey Bunny and Telephone Exchange. You are bigger than the small, artificial, irritatingly unconvincing Sirji and his stupid wisecracks….

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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