As believed, Idea always addresses a social issue - be it environment protection or caste; politics or birth control - in a big way with its campaigns, this time also it has done nothing different to alienate the brand-core from its audience.
Although Idea has dropped Junior Bachchan from the commercial which is of course a welcome change, to say the least.
With the commercial, Idea tries to address, attend and solve a marital discord - often takes place between two 'we-love-to-war-for-nothing' parties called husband and wife.
The commercial is very neatly made; having an engrossing story; holding repeat view possibilities and, most importantly, as Arun Iyer - National Creative Director, Lowe Lintas & Partners - explained to afaqs.com, has 'telephony ideas' that can change people's life.
See the commercial here: http://www.afaqs.com/advertising/creative_showcase/index.html?id=40706&media=TV&type=Indian
However, here the question arises - what's always been there in fact: "Does Idea Cellular thrive on 'telephony ideas' only or on something 'phony' too which has nothing to do with social issues in reality?"
For instance, to save trees while digital reading on mobile phones was promoted by Idea, what was, or still is, the brand's stance on the e-waste issue, which is one of India's major environmental problems, more so, given the fact that India is one of the dump yards for e-waste to the developed countries?
Likewise, if a tiff or differences in a relationship is needed to be solved by a 'telephone exchange' only (pun intended; however that pun will hardly be understood by anyone unless the person has read Ashwini's article on afaqs.com), then in order to sell their mobile connection, Idea Cellular is actually using social issues, not solving that.
Probably the brand is not aware of the fact that globally mobile phones are recognised as one of the prime contributors to spoiling human relationships. http://www.scientificamerican.com/article.cfm?id=how-your-cell-phone-hurts-your-relationships
Plus, it's also not necessary for two persons to have two identical mobile phones so as to overlook that their phones got exchanged, even if they were in a great hurry.
So, if Idea's idea is to ride on 'phony ideas' to change people's life, as usual, the brand has hit the bull's eye. But if it claims to have created 'telephony ideas' to change people's life, or for that matter, have tried to solve a familial problem for the greater interest of society, then that was NOT the case for sure.
Because in the said TVC, mobile phones were NOT solving a relationship problem. Instead, mobile phones were presented as 'indispensable organs like minds and hearts' for understanding human relationships. And portraying that is not only dangerous but also a manufactured effort to commercialise every relationship that people otherwise enjoy or would have enjoyed rather naturally minus phones, tablets, etc.
Hence the content and the intent of Idea's latest TVC "Ek doosre ko samajhne ke liye telephone exchange... What an idea!" are neither positive nor pragmatic nor prudent. But yet another push selling trick, involving kids as the influencer i.e. baits.
That's it and that's all.
Finally, "the smarter the phone the dumber the people" cannot be a marketing ploy even if a creative shows that a kid was smarter enough to get two smart phones swapped between two mature (but dumb) people.