March 15, 2011 11:49:38 AM IST Enkayaar, Glamsham Editorial
There is an SMS joke relating to Abhishek Bachchan, where in somebody asks him why he is not able to make a mark, and he replies no Idea. Then the interviewer asks him to get Idea. May be, Abhishek Bachchan seems to have got the Idea, as his Idea Cellular campaign has ensured that he remains in the public memory on a continuous basis and has been a catalytic factor in being in the public memory. Indeed, if the buzz is to be believed, he has been sounded out by ace designer Salvatore Ferragamo to become their model, and it is evident from the fact that he has become the first actor in Indian Film industry who has received custom made Tramezza Shoes.
As a matter of fact Aditya Birla owned Idea telecommunications company has gone on record to claim that the innovative campaign with which Abhishek Bachchan has been associated to promote the brand, weaving it with a social cause, has been one of the catalytic factors which has facilitated in catapulting Idea Cellular into one of the top four telecommunications company in the country. The concept of the campaign was built around the Idea of how a company can induce social and environmental changes, to create awareness about a cause, and to let the brand piggy ride on the campaign. For Abhishek Bachchan, it indeed was opportune that he came to be associated with the brand, when he was riding on a wave of popularity through his cinema, and when his films could not develop the rapport with the audience, it was his Idea Cellular campaign in numerous avatars that continued to make his presence felt in the eyes of the Indian audience. It inspired the socially and economically aware youth of the present times, and it is manifest in the largest number of migrations that Idea has obtained after the concept of number portability was allowed by the authorities in the country.
Indeed, Idea Cellular's latest campaign aligning with the ICC World Cup has not achieved such success, as their previous campaigns associated with Abhishek Bachchan, and therefore time has come both for Abhishek Bachchan and the media planners to rope him as a model and built an endorsement with a social message woven around it, and brand recall would indeed be raised to a higher orbit.