Idea: Diwali

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.

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.