STATUTORY WARNING:

This is only for those brave hearts who dare to witness the POWER OF AN IDEA;
This is only for those brave hearts who dare to witness the POWER OF CHANGE.

There is but one single question that keeps plaguing Abhishek’s mind, the head of an educational institution, challenged by the ‘traditional physically bound class room teaching.’

“How do I reach out to all those brave minds who desire to fill their intellect with all those molecules of knowledge that would free them from the shackles of ignorance?”

How do I reach out to all those charged up soldiers sitting in the remote villages of this beautiful land who want to paint the world not with red but with blue?”

While he ponders upon these inscrutable recurring questions that keeps igniting inflammable emotions within his otherwise peaceful bishop heart, he is suddenly bestowed with that supreme thought; an idea that transcends all physical distances and barriers, thereby opening doors to one and all who desire to be taught.

And the idea is MOBILE TELEPHONY. Ho!! Ho!! What an Idea!!!

No matter where you are, who you are, there is a possibility of education being opened up through the power of mobile telephony. No one will go uneducated now.

While the teacher sits in the room addressing all those tiny heads, there are millions of other tiny ears who can listen to her now and learn; learn to create an equal ground where they can stand tall and proud along with their classroom compatriots. Bang On!!!!

Review: Idea Cellular has always fuelled its communication strategy with championing, elevating and humane thoughts across all campaigns.

Remember the “World sans Division” campaign (caste war)!!! It had definitely succeeded in lending the brand stature and differentiation by moving it beyond a transactional plane; and the “Everyone can communicate campaign” (Taj film)!! Well it opened the avenue of mobile telephony to one and all (even the physically challenged), elevating the brand to the realm of a liberating force.

And now comes the new campaign, “Education for All”; a campaign created by Lowe Lintas; a campaign that so easily provides a solution to that very complex problem which pull barricades before India in its path to progress…LITERACY. There are about 63 million children in India who are denied education due to lack of infrastructure and trained teachers. And the new campaign only tells you how a “technically unchallenged” country can create opportunities for it’s every offspring who stands there with eyes wide open, only to be enlightened with the words of knowledge.

The Idea campaigns have always captured the fancy of millions, who appreciate the elevating, humane “idea” behind its brand positioning and messaging. The campaigns have also helped us believe and build on the power of alternate thinking.

Thus, Ad Pick firmly states that through its campaigns Idea has mightily elevated itself as a symbol of a liberating force, a force that believes in Ideas; a force that believes in change.

Congratulations Lowe Lintas!!! Definitely fantastic work. What an Idea after all!!!

Well, let there be a toast raised to all those brave hearts who stand tall to witness the power of an Idea; the power of change.

Agency: Lowe Lintas
Running time: 90 seconds
ITV rating: * * * * *