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  • Writer's picturePrachetan Potdar

'What an Idea Sirji?': The Power of Creative Advertising- Dr Prachetan Potadar

Imagine a world where one simple idea could change everything.

This is the world that Idea Cellular envisioned in 2007 when they launched their now-iconic advertising campaign, "What an Idea Sirji?" Developed by the advertising agency Lowe Lintas, this campaign quickly captured the hearts and minds of people across India with its catchy jingle and thought-provoking messages.

The campaign centred on the idea that a single idea could transform lives, and it featured a character named Sirji who would offer innovative solutions to everyday problems.

In this blog article, we will explore the impact of the "What an Idea Sirji?" campaign on Indian advertising and culture, and how it continues to resonate with audiences more than a decade after its launch.

The commercials were widely praised for their creative storytelling and ability to connect with audiences deeply emotionally. The success of the "What an Idea Sirji?" campaign can be attributed to many factors, including its relatability, simplicity, and ability to tap into the cultural zeitgeist of the time. In a country where innovation and entrepreneurship were increasingly valued, the campaign struck a chord with viewers inspired by Sirji's ingenuity and creativity.

Impact of the tagline: " What an Idea, Sirji!

The tagline "What an Idea Sirji?" became synonymous with the Idea brand, and it helped the company to differentiate itself from its competitors in a highly crowded and competitive market. The campaign also boosted Idea's brand recall and recognition, making it a household name across India.

The idea behind the tagline was to position Idea Cellular as a network that empowers people to come up with creative and innovative solutions to their problems. The use of the term "Sirji" was intended to convey a sense of respect and deference to the character, who was seen as a wise and experienced figure.

Overall, the tagline was successful in helping Idea Cellular to establish itself as a brand that values innovation and creativity, and it played a significant role in the company's growth and success in the Indian market.

The "What an Idea Sirji?" campaign also helped to establish Idea Cellular as a major player in the highly competitive Indian telecommunications market. By positioning the company as a champion of innovation and progress, the campaign helped to differentiate Idea Cellular from its competitors and build brand recognition and loyalty among consumers. Over the years, the "What an Idea Sirji?" campaign has become more than just an advertising slogan - it has become a cultural touchstone recognized and celebrated across India.

As a result, it gained a lot of recognition and familiarity among the Indian audience, which made it a popular meme material.

The meme creators took the tagline and added their own twists and humour to it, creating new memes that were funny, relatable, and often sarcastic. The memes typically featured a picture or a video clip with a humorous caption that played off the tagline, often poking fun at the character of "Sirji" or the Idea Cellular brand.

The popularity of the memes on social media platforms like Facebook and Twitter helped to spread the tagline even further, making it even more recognizable and memorable. The memes also helped to create a sense of cultural relevance and relatability, which further strengthened the Idea Cellular brand among younger audiences.

Overall, the memes on "What an Idea Sirji" were a testament to the tagline's success as a marketing campaign and its widespread recognition and acceptance among the Indian audience.

What an idea Sirji and its Impact on the career of Abhishek Bachchan:

The "What an Idea Sirji?" campaign had a significant impact on Abhishek Bachchan's career. The campaign helped to boost his public profile, enhance his credibility as an actor, and establish him as a popular celebrity endorser. The campaign's success helped to pave the way for Bachchan's continued success in the film industry and contributed to his status as one of the most respected and sought-after actors in Bollywood.

The success of the "What an Idea Sirji?" campaign also helped to establish Bachchan as a popular celebrity endorser. Following the campaign's success, Bachchan went on to endorse several other brands, including Motorola and Lux, which helped to further increase his visibility and earning potential.

In addition to boosting his public profile, the "What an Idea Sirji?" campaign also helped to enhance Bachchan's credibility as an actor. The campaign showcased his talent and versatility, which helped to cement his position as one of the most respected and sought-after actors in Bollywood.

Role of an advertising agency " Lowe Lintas"

The agency's creative team, led by Executive Creative Director Balki, developed the character of Sirji, a common man with a unique ability to come up with innovative solutions to everyday problems. The character was played by actor Abhishek Bachchan, who helped to bring Sirji to life with his wit, charm, and comic timing.

The advertising agency Lowe Lintas played a critical role in the success of the "What an Idea Sirji?" campaign. By utilizing their creativity, execution skills, and integrated approach, they effectively differentiated Idea Cellular from its competitors and positioned the company as a champion of innovation and progress. The enduring popularity of the campaign is a testament to the agency's ability to create a campaign that truly resonated with audiences and left an indelible mark on Indian advertising.

In conclusion, the "What an Idea Sirji?" campaign has left a lasting impact on the Indian advertising industry. Its influence can be seen in the countless parodies, memes, and fan art it has inspired, as well as in its references in popular Bollywood films and television shows. More than just a successful marketing campaign, it has become a cultural touchstone, embodying the power of creativity and innovation to connect with consumers in meaningful ways. As we move forward, we can look to this campaign as a shining example of the transformative potential of advertising to shape our cultural landscape and drive progress in society.

Online source links:

  1. "The Story of 'What an Idea Sirji?' Campaign," Campaign India -

  2. "10 Reasons Why Idea Cellular's 'What an Idea Sirji' Campaign Worked," The Economic Times -

  3. "What an Idea Sirji - The Campaign That Changed the Face of Indian Advertising," YourStory -

Video link: "What an Idea Sirji?" commercial -

About the " Pen, Paper, Prachetan": This is an introductory website by Dr Prachetan Potadar, a highly skilled creative professional who is renowned for delivering engaging and impactful solutions across all mediums of brand identity. From print to digital and film, Dr Prachetan is a masterful conduit between brands and their intended audiences. With a dynamic range of specialities within digital media, consumer behaviour, brand awareness, Ad Film Making, Creative Direction, and Story Writing, Dr Prachetan's vast competencies make them a highly sought-after resource for businesses looking to make a powerful impact in advertising and branding sector. What's even more awe-inspiring is Dr Prachetan's innate ability to effortlessly discern consumer behaviour and craft content that seamlessly resonates with target audiences. They have an unparalleled versatility and aptitude for staying current with the ever-changing advertising and branding landscape. Want to learn more about Dr Prachetan's work and connect with them? Check out their social media profiles below: LinkedIn Profile: Facebook Link: Instagram Link: Personal Website: Company Website:


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