Idea has launched a new initiative in a bid to go viral on the web with a character based animation. Based on a Bengali character which eerily resembles Kishore Kumar in Padosan (then again which stereotyped Bengali character doesn’t), Idea has launched a Microsite called – DadakiDuvidha.com. This is Idea’s attempt to promote its entry into the eastern circle and this particular viral is targeting Orissa.
About the Viral
It is based on a typical paan chewing dhoti wearing Bengali babu called Dada. The video involves Dada acting as a tour guide on an Orissa darshan trip with as one can expect already not knowing anything about Orissa. The pun of having no idea about any of the destinations because Idea isn’t in Orissa is totally lost and completely cliche making the whole effort kind of un-viral. There is just no compelling reason for me to share this and therefore no reason for it to go viral.
So yes, in my personal opinion this campaign from Idea doesn’t have elements to go viral and given the fact that it’s been a day since the campaign is live and no one is talking about it means it doesn’t have much chance anymore either. The traffic stats I have no idea but Dada has only 29 fans on Facebook and has got just 1 tweet till now. Considering a press release is out for the campaign these are dismal numbers on social media in general leave alone for a brand like Idea.
What I do however think and hope is that they have other potential virals in store that they will make live on the site soon. Hopefully they will be more entertaining and engaging than this one, though a bad first step severely impacts the chances of a good show further. I think the disappointment also stems from the fact that IDEA has had such a huge success with its earlier campaigns both online and off while this effort doesn’t come close. The quality of the viral in terms of execution is good, the animation loads quickly, and the caricatures are decently sketched out so the overall look is certainly up to the mark. So I am sure with a better script the brand and the guys behind this can surely bounce back.
We are hopeful that the beloved character of Dada will engage a large number of people in the digital space, thus helping us gain mindshare and establish connect with our target group. We see the digital space as a good way to engage with the youth, and expect to create strong connect,” says Idea Cellular CMO Pradeep Shrivastava – That is a good idea sir, but unfortunately this isn’t. Knowing very well how hard it is to create engaging virals I personally also appreciate the effort put in here, perhaps it’s just campaign that was just not meant to be.
Having said this, I’ll actually leave the judgment to you guys. The site is located at www.dadakiduvidha.com go check it out and let us know what you think of it.