What an Idea, sirji!

Idea Cellular, the telecom services provider, has been running campaigns based on contemporary issues since the time it has been launched. This time, however, it has decided to champion a cause that is likely to strike a chord with its customers for sure.

Two days from now India will observe the first anniversary of the horrific terror attacks that shook not only Mumbai, the target, but the entire country. As a tribute to the security personnel who fought the dastardly terrorists, Idea Celluar has launched a large-scale campaign called "Talk For India Hour".

Under this campaign, the telecom operator, which has a subscriber base of more than 50 million, will urge Indians to rise for the cause of national security and make as many calls as they can between 8:36 pm and 9:36 pm on November 26. The revenue generated through these calls made within India will, then, be donated to the Government of India to buy safety gears for the national police force.

"Our brand communication resonates with what is happening in the society ," says Pradeep Shrivastava, chief marketing officer, Idea Cellular. Shrivastava says the key thought in all the campaigns has been to offer simple solutions to complex and big problems through the power of mobile telephony in a way "that's fresh and elevating".

The new campaign centered around Mumbai blasts has been kicked off on the digital space with a short-teaser campaign. A dedicated website has been created to support this cause. Besides a high decibel television commercial, radio, outdoor and ground activation programs, it has also activated the campaign through various internal platforms such as out-bound-dialers, SMS and others.

The company is expecting to generate a decent amount of money through the campaign.

Adds Shrivastava: "Typically, the revenue generated by calls made during the peak traffic hour on a weekday runs into several crores of rupees. With a heightened awareness campaign, the revenue earned during the 'Talk for India Hour' on November 26, can be expected to be higher than usual."

"It's a good idea, indeed," says an executive from an advertising agency working with one of Idea's rivals.

"While it projects the brand in good light, it also helps in engaging consumers at a direct level."