No idea……….Get idea

I fear to answer “No idea” on even simple queries these days. Thanks to the “No Idea…..Get Idea” campaign launched by Idea Cellular in India. Although the campaign was launched in the month of November promoting Mobile Number Portability(MNP) to all the 791 million telecom subscribers in India, it has successfully helped the company gain more than 150,000 customers over a period of time, second only to Vodafone which has led in MNP conversions.

The funnier side of the campaign has been the magical words “No Idea…..Get Idea” making an entry into our lives everywhere, among friends, colleagues, and every acquaintance we are aware about. Every query raised has to be answered carefully these days for the fear that the opposite party would answer “Get idea”. The other day, one of my clients jokingly said “Get idea” to a query we had no answer. Situations could sometimes be gleeful but other times quiet embarrassing too. Bosses in office have a new word added to their dictionary. In cinema theatre, the actor says “No Idea” and someone from the crowd pops out “Get idea”. The word has become so rife that one is forced not to contemplate any answer which we start with “No idea”. I try and frame new sentences in order to avoid such situations of listening “Get idea”.

The campaign too has equally done well for Idea Cellular and successfully increased its subscriber base in addition to the brand recall created among the millions in India. “Connecting with users” is the magic which has helped companies transform their bottom lines and I feel Idea Cellular has connected well this time. Although the company has a small subscriber base across India compared to the top players but it has strengthened its position in certain pockets in India. A jingle which not only connects with everyone’s life but also pushes our brain cells to re-collect the advertisement has proved to be a success.  I am not Idea Cellular subscriber but the campaign has entered into my life with the jingles as mentioned above and I am quiet sure it has put some impact in everyone’s life.

Everyday I see one or the other person going repetitive on this campaign among their friends. Although it may seem annoying but the fever still keeps growing and the campaign proves its success. I would term this a good work as an effective advertisement always connects with our lives and this one surely does.

Do let me know your “No idea…….Get idea” experiences.

Cheers 🙂


About Alok Ranjan

Alok Ranjan is a marketing specialist and management consultant based in Mumbai, India. He believes, brands are caught in a maze of technology and economic dynamics, caused by disruptive forces, which are changing the way consumers interact with brands. Alok advises brands to shape consumer centric strategy and assists to develop a roadmap for businesses. View all posts by Alok Ranjan

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