What an Idea !!!

IPL fever is on its peak and so is marketing war among competing brands. I am talking about the new ad campaign of Idea. 

In the recent days, Vodafone's Zoozoo characters have been the hottest stars in the nation. Vodafone has launched a unique commercial campaign to communicate its services and schemes. The characters are particularly popular among IPL audience.

Well, competitors of Vodafone havn't been sleeping when Zoozoo was making people laugh by its raillery. Here comes Idea with a new campaign which stars Mumbai Indians. The players of Mumbai Indians display their Idea Numbers on screen and ask people to call them and become a celebrity.

Well, the idea sounds great. After all, it is all about sustaining in the market, by creating and maintaining awareness and inserting brands in consumers' evoked set. People are not going to buy Vodafone because of Zoozoos' banter or Idea's "a call away" Sachin or Harbajan. It is just a way to be on consumers' top of mind. This implies that being a part of consumers' evoked set, consumers would consider buying these brands. Ultimately, it is the product attribute that will govern the sales.