Name a mobile service provider in India, and anybody could easily mention one of their ads. Vodafone – Pug then, Zoozoo now, Idea – What an idea sirjee series, Bharti Airtel – Barriers break football ads, Virgin Mobile – wacky commercials, Tata Docomo – Brand jingle and Life changes in seconds series. And this list goes on. These ads are remembered not out of mere repetition in the media but more so because of their creativity.
In the last one year we’ve seen many new players like Intex, Karbonn, Lava, Micromax, Onida, Spice mobile, Videocon entering the mobile handset market in India. But none of these brands created a strong initial impact with a clutter-breaking ad which the mobile service providers regularly do. One can hardly remember any of their ads because of the lack of creativity.
Videocon’s Chow and Mow ad series are really good. But they are used to communicate the change in corporate brand identity and not specific to their mobile phone launch.
These new handset players have their own USP like long battery hours, low price, dual sim etc. But the ads that communicate these features are plain and lacks creativity to make a long lasting impact on the customer’s mind.
It’s time the Indian handset players take a leaf out of the advertisement campaigns by the mobile service providers to create better ads and powerful brands.
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