Be it Idea or Tata Tea, product or corporate advertisements based on social issues are always very tricky to handle for a company. The concept of being ‘socially conscious’ may give the company a ‘mojo’ moment in the short run but in the long run shifting out of such campaigns prove suffocatingly difficult for the company, especially out of campaigns which are hugely popular. An average person may start believing, maybe the company is no longer conscious about the case/ causes it was promoting earlier or may be it has reverted back to the concept of greed and hardcore capitalism.
Lets take Idea for a moment, its hugely popular tagline ‘what an idea sirjee’ and popular campaigns built on social themes featuring Junior B did make a mark (and made sense too). In an effort to be aggressive at the eve on launch of number portability Idea launched ‘no idea, get idea’ campaign. Not that it’s a ‘bad idea’ but shifting out of social theme advertisements has made the company loose some of the goodwill it may have created for adverts on social causes. Another point concerning NIGI (no idea, get idea campaign), the company built huge expectations when it featured and recommended ‘get idea’ for superior network in elevators, short queues in call centers and fair billing procedures.
I am an idea customer and the NIGI campaign actually made me believe that the company may have come up with something exceptionally good to be brave enough to make such claims (network in elevators, when u don’t get it in your loo). I did called up their call centre to be put on hold for 15 minutes before disconnecting my call abruptly, network remained as bad as it was and life has not got better as an Idea customer. For customers willing to shift out of existing networks may have thought of getting an ‘idea’. For existing customer like me, we still propagate NIGI – No Idea, Good Idea.
I am an idea customer and the NIGI campaign actually made me believe that the company may have come up with something exceptionally good to be brave enough to make such claims (network in elevators, when u don’t get it in your loo). I did called up their call centre to be put on hold for 15 minutes before disconnecting my call abruptly, network remained as bad as it was and life has not got better as an Idea customer. For customers willing to shift out of existing networks may have thought of getting an ‘idea’. For existing customer like me, we still propagate NIGI – No Idea, Good Idea.
Bottom line- Don’t build huge expectations around your products when nothing substantially has changed or improved. You may fool your customers once, but they won’t buy your ‘idea’ next time.
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