How to defeat the inner demon with an 'Idea'

Idea Cellular has released a new TV commercial this Diwali, to celebrate the 'goodness' that resides within people. The TVC has been conceptualised by Lowe Lintas.

The new commercial features a taxi driver who finds an expensive mobile phone left behind by a passenger. He battles the demon inside him, which wants to steal the phone, and answers the owner's call to return the phone back. He then returns home amid the Diwali festivities and is welcomed by his wife and son.

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 a time break from normal routine. 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:

Creative: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Sarfaraz Siddiqui

Business:Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Murali Krishnan, Sneha Saha

Planning: S. Subramanyeswar, Sridevi Nair, Sayan Som

Production House:Lintas Productions - Anil Naidu, Yogesh Dixit, Tulika Sodera

Director: Anaam Mishra