Friday, December 7, 2012

Campaign Trail: "Hello Honey Bunny", What an idea Sirji!

Idea Cellular's "Honey Bunny"
TVC going Viral.
Someone shared a video of the new Idea Cellular TVC on my Facebook timeline warning me it’s going to be addictive and it sure has been. So, if you are still grooving to the Gangnam style, then here’s a much more equivivalent funny song that is sure to make you go, “Feeling something something, Hello Honey Bunny Honey Bunny, You’re my pumpkin pumpkin Hello Honey Bunny”. If that looks cute, the tune makes it even peppier; you just can’t get it off your mind!

The new TVC shows Indians from around the country, with varied cultural backgrounds, connecting as one big happy family of over 120 billion people, all of whom are seen humming one song - ‘Honey Bunny’, albeit with a regional flavor!

Now as an online Marketer I was curious to study this campaign trail and see where this is heading. This new approach by Idea Cellular in their TVC made me think about the means most of the telecom providers are following. Upon studying the common factors I came to see the big picture; all the telecom companies in India are following a particular theme clubbed with their USPs or trending offerings at that particular time.

Look at Airtel’s campaign which focused purely on the buyer sentiment and EQ with their “Har ek friend zaroori hota hai” & “Jo tera hai wo mera hai” campaign; or Vodafone’s with their variety of adds focusing on the cost effectiveness (Irfaan Khan ads) or the network range (Pug ads) to the various VAS (Zoo zoo ads) or Reliance Mobile talking about their cost effective tarrifs. All these TVC had a purpose/theme or a philosophy behind them as a route.

Now let’s get back to our Idea Celluar’s “Honey Bunny” TVC which honestly left me confused. Until now all their ads had their flagship route of “What an idea Sirji!” strongly fulcrumed on some CSR initiative or social message. But with this new TVC the whole campaign seems derailed to me. No doubt the jingle is catchy and simplistically obsessive and Amit Trivedi (composer of ‘English Vinglish’ & ‘Dev D’ fame) has done an exceptionally great work contributing a jingle which is simple yet obsessive after a long time (the last simple jingle to be composed to my knowledge was for ‘Nirma’ in ‘80s).

Looking at this on the positive side I have a strong feeling that this new campaign of Idea Cellular is a well planned attempt by its brand communication and marketing team to strengthen their social media and online presence. What’s interesting to note is that Idea Cellular has been creating a buzz on its Facebook page a few days prior to releasing the TVC. Fans were asked to guess who or what is a Honey Bunny. In addition, there were many updates with teaser videos that helped in building up the suspense.

Below graph shows the viral growth in traffic on the TVC’s YouTube channel:
So to summarize on my campaign trail - initially I was skeptical with my assumption that this TVC was a desperate attempt of company’s brand communication team to get their brand viral, but at the end of it I realized that the Marketing team at Idea Cellular has done an exceptional work in terms of reaching the masses with its unique content strategy centered around ideas in a weekly set pattern, till this severely addictive song promotion, the Idea Facebook strategy seems to be well aligned. The telecom brand’s intention to create exclusive content for its fans is indeed impressive and would definitely help in building a long term community.

I’d like to congratulate the Idea’s creative agency Lowe on this note and sign off in a typical Idea Cellular way, “What an idea Sirji”.

You can’t stop singing ‘Honey Bunny’, can you?

Viral Thaker, Founder & Director | TheSocialPeople
A seasoned HR & Marketing professional, Viral was one of the early adopters of social media. With over a decade of industry experience under his belt, his skills span corporate strategy, delivery management, customer relationship management, business development and operations management. Viral is a voracious reader, a travel enthusiast and enjoys adventure sports. Follow Viral on Twitter @vrlthaker

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