Idea releases Diwali spot that shows how an idea can change your life, via Lowe Lintas Mumbai
Idea has always championed festivals with a unique take on the occasion by bringing alive its brand philosophy of how “an idea can change your life”. As yet another festive season starts with Navratri, Dussera and culminating in Diwali; Lowe Lintas Mumbai thought of an idea that would make people introspect the real meaning of this festival and thereby enrich their lives from that understanding.
At the heart of every festival lies a metaphor or message that reassures people of the power of good over evil. It is the same for Diwali. Diwali signifies the triumph of righteousness over treachery, of truth over falsehood, and light over darkness. Where the celebration of killing the ten headed demon actually means killing the ten demons in you; namely kama vasana (lust), krodha (anger), moha (attachment), lobha (greed), mada (over pride), matsara (jealousy), swartha (selfishness), anyaaya (injustice), amanavta (cruelty), ahankara (ego).
So Idea believes this festive season what we should really celebrate is our ability to kill the ten headed Ravan that resides in all of us.
This spot TVC shows a cab driver who finds a fancy phone left behind by a passenger. He is insanely tempted to keep the phone for himself. As the frantic calls of the owner keep buzzing he even thinks of removing the SIM from the phone. But eventually something inside shifts and he answers the call telling the owner about his whereabouts. Finally when he goes back to his well decorated home where his family has begun the Diwali celebrations, his wife likens his return home as the return of the victorious Ram, having killed his Ravan.
This killing of his inner ‘Ravan’ and having championed the victory of good over evil, righteousness over treachery, of truth over falsehood, and light over darkness, is the idea that changes his life.
Subramanyeshwar S – National Planning Director, Lowe Lintas said, “Festivals are imbued with deep inner significance and each festival in India is a multifaceted celebration. They provide us with a break from normal routine and have a colourful time. A time for cultural exchange of views that build social relations which lead to unity among the people. Every festival in India has its own meaning and is related beautifully to life, and brand Idea believes in raising the bar with its own take on that meaning adding to the happiness all around. An idea on Diwali significance is one more in our continuing series”
Credits – Creatives: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Sarfaraz Siddiqui. Business: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Murali Krishnan, Sneha Saha. Planning: S. Subramanyeshwar, Sridevi Nair, Sayan Som. Production House: Lintas Productions – Anil Naidu, Yogesh Dixit, Tulika Sodera. Director: Anaam Mishra.