Break the Language Barrier – What an Idea!

Idea is the third largest mobile service operator in India. Also it is famous for its innovative services and advertisements which are very creative and which motivate and spread awareness. Recently IDEA Cellular has launched a new brand campaign, How to Break the Language Barrier in a country like India, which has 22 recognized languages, 850 mother tongues and 22,000 dialects. This is one of Idea’s unique initiatives which is getting a lot of popularity. It is the next part of the series – “What an Idea, Sirji!” This initiative definitely will help us to change our life.

“Break The Language Barrier” itself creates an idea or impression in our mind about the new brand campaign. IDEA has launched country’s first ‘Language Helpline’ through which assistance on conversations in different Indian languages can be made available. This will provide conversational support to callers in as many as 16 languages. Mobile users in the country who want conversational support in local or any other language can now avail of this unique service from Idea. Callers can call any of the 22 customer care help lines of Idea to get assistance on the language spoken in the circle where the call is being made. Language assistance will be offered on the most spoken language(s) in the circle. Idea customer care number of that circle is the helpline number and can be accessed by subscribers of other services also.

In this advertisement Idea Brand Ambassador, Abhishek Bacchan (aka Sirji) appears in the role of a Dumb Tea Shop Worker. He gives his smart new idea to overcome the language barrier, without speaking a language! At the beginning it is shown that four friends visit Sirji’s Tea Shop for the last time before leaving for their new work places. Sirji observes the tension on their faces regarding the language problem. These four friends were posted on four different locations where they do not know the language. Then Sirji gets a Brilliant IDEA and suggests how IDEA mobile could be used to solve their language problem in their so called unknown places. Because of Sirji’s idea of using mobile to overcome their language problem, they happily go to their respective working places. The advertisement has been executed well. The friends help each other on how to talk basics of the language through mobile. At the end of the advertisement the Tea Shop Guy (Sirji) shows and says No Language is Necessary to Communicate!

The advertisement effectively communicates or impresses people and people can easily get the idea of IDEA! Also it shows that mobile plays a role of uniting people and exploring things. Somewhere this advertisement makes us think that why there are LANGUAGE barriers in India though we are Indian and the situation is like that we get special service if we know the language of that locality?

It is mainly for the audience who move out of their homes for careers, education, travel and other prospects in life, or who need to communicate with people talking different languages in their own surroundings. It is targeted to the youth who mainly face this kind of situation. Real life situation is portrayed in this advertisement. Anupama Ahluwalia, Senior Vice President – Marketing, IDEA Cellular announced the launch of Language Helpline and said, “Our consumer research revealed an interesting insight that people struggle to communicate with other fellow Indians when they move out to other parts of the country where a different language is spoken. Idea’s consumer oriented approach led us to the development of a unique and novel concept – ‘Language Helpline’, to offer real-time assistance on day-to-day conversations to those who need to communicate with local people in their preferred language. The Idea Language Helpline is a demonstration of the power of mobile telephony in bridging language barriers and will take the brand to a new level of consumer connect”. The advertisement surely will help to increase the brand visibility and customer base.

Shweta Durge

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