I always thought that IDEA's television ad was irritating at some level. An IDEA can change your life. What relevance does it have with the product? What is so innovative about this service provider? Its public image is no more than a second fiddle to Airtel. The whole "what an IDEA sirji!" is even more irritating. And the fact that they use political revolution as the backdrop for selling a sim card can only be described as self delusion.
As if their marketing concept was not irritating enough, their new ad harps on how socialist and poverty driven our economy is. There's a contactor who proposes to the Mantri (minister) to build a shopping mall in khet (agricultural land literally – but I guess they are referring to village as a whole). Here the IDEA man Abhishek Bachchan suggests that janta needs to be asked about their opinion. So he sends sms to all the janta (using IDEA!! Voila!!!) for their opinion. And as if to pacify the communists in India, all the poor farmers seem to be dead against it. Only one man sitting in car in a suit is positive for the shopping mall.
WTF. Do you really think villagers would not like to have their own shopping mall. Infact, they would want everything that a city people enjoy. This kind of psyche is precisely why economic reform in our country is almost a mission impossible. It is so ingrained in us that logical thinking has taken a backseat even in a completely irrelevant ad. With the same concept, it could have been the other way round where the minister says we can't have a shopping mall in khet and the public votes positive for it. Would have been the same irritating ad but at least they would have gotten their economics right!