Part A:
Connecting millions of people around the country? What an idea Sirji!
I enjoy watching TV a lot (with extra emphasis on ‘a lot’.), which meant that I’ve ended up watching a lot of shows but also, ended up watching a lot of ads. A personal note here, I have worked in the advertising industry in the past. I’ve looked at more advertisements than the average Joe. Idea Cellular’s ads have always struck out to me. I’d use one word to describe them: Memorable. One of the ads I can always recall instantly, each time someone asks me about my favourite ad, is an Abhishek Bachchan advertisement promoting the conservation of paper. ‘What an Idea Sirji!’ had become a firm part of my TV-viewing experience. It was something fresh. It was unique. It was memorable. So memorable in fact that I happen to be writing an article on it 8 years later.
However, this was not an isolated incident. Idea has come up with some of the most memorable advertisements of the country in the past decade. I can still recall the Honey Bunny song campaign from 2013.
The recollection of those ads stayed with me when I bought my first SIM card 5 years ago. During that period, I’ve replaced my phone several times. What has remained constant, however, is my cellular telecom provider, Idea.
Idea has been a constant part of the lives of over 300 million customers. The superior signal strength, prompt service and the hassle-free usage experience have played a huge role in the lives of people. Like I said, connecting millions of people in the country? ‘What an Idea Sirji!’
Part B:
“You want to become a copywriter? You’re in B.Com. (Hons.). You’re supposed to make accounts. You can’t do it.” My mind decided to remind me of this, moments before I had an interview with an advertising agency. Had I taken that advice, I would have denied myself an entirely new experience that I continue to cherish, even now. That interview led me to be part of a creative force that went to win several awards both nationally and internationally.
I had no way of knowing back then that I would have those experiences. I was terrified. All I could feel, back then, looking at the faces of my to-be bosses, was fear.
I am a B.Com. (Hons.) Graduate, which indirectly meant that my days were spent making accounts and my nights regretting my decision to do so. I always felt the urge to write ads. I wanted my business education to be a part of my writing. Copywriting felt like the obvious answer. The answer didn’t seem that obvious, however, as I stared into the deep abyss of a statement of profit and loss. I was working against the odds. The thing most people don’t tell you about working against odds is that it is a terrifying experience. It also happens to be one of the most valuable teachers in life and I’ve tried to internalize that fact throughout my life. I put myself in situations, where I am out of my depth. I continue to be terrified. I continue to grow, as a result.
“So you want to win a B-School competition by Aditya Birla Group? A lot of people will apply. You won’t stand out?” Again, my mind reminds me as I write this. Again, I have no clue about where to go from here. Again, I’m going for it.