19 Jan 2018 19:06 IST

What an Idea, Sirji!

It is very difficult to build a brand property which could be a campaign idea, a tune or a tag line

I have an unreasonable liking for Idea, the mobile services brand. And this proclivity has to be understood slightly differently. I used to head the advertising agency that launched Birla AT&T in Pune. It was great fun and a challenge to work with a demanding American client, who was solidly behind the agency.

Those were the early days of the mobile phone in India and people frantically called each other from the cheaper landlines, when they got calls on their mobiles — the rates were that prohibitive!

Things moved for the brand once Lowe Lintas, as it used to be called in those days, started working on the account. I started following it even if I didn’t subscribe to the service. One of the first things that drew me to the brand was the signature tune, that had a piece composed by Ilaiyaraaja.