I remember the day when I was supposed to get my first phone, back in 10th grade. I was as excited for the Idea card I was going to get as I was with the phone I was getting. Back in those days, all my friends had an Idea SIM with the text message pack, providing close to 50 messages per day. It was more messages than we ever would have needed, but that’s exactly what the craze was in that day. I think one of the reasons why we were so swayed was the amazing ad campaign Idea mobile has consistently maintained. “Ek Idea jo badal de aapki duniya”, this quote can probably be recited by every person of my age.
It was much later in my life that I noticed, the brands I so regularly use and trust all have a common parent called the Aditya Birla Group. Louis Philippe, Allen Solly and Pantaloons for clothing, Freshwrapp for aluminum foils, UltraTech cement, The Collective: a online and offline platform for premium clothing brands and so many more have touched my life and made it better in some way or the other. Idea payments bank, an entity I was recently attached to, has still left me impressed. And yet, the amazing achievement of this group extending across various verticals is its ability to maintain an overall singular vision and set of values, the integrity, commitment, passion, seamlessness and speed of delivery to every single consumer it strives to serve.
