Dada Ki Duvidha – An Idea That Doesn’t Quite Add Up

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 – 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 go check it out and let us know what you think of it.

12 Responses to “Dada Ki Duvidha – An Idea That Doesn’t Quite Add Up”

  1. June 17, 2009 at 10:02 pm #

    two thumbs down

  2. June 18, 2009 at 12:20 am #

    Which ad agency did this?

  3. sameer nanjangud
    June 18, 2009 at 5:28 pm #

    This is a very badly executed viral… the message comes across very sadly.. thrs no viral element to it.. If u compare it with Thakur ka inteqam and NIIT viral by Phonethics.. its just so stupid..dont know how idea cellular approved it..!!!

  4. Sooraj
    June 18, 2009 at 8:08 pm #

    Haha..Dada is pretty funny…I don’t think the execution or the concept was bad….kudos to the person who did Dada’s voice over…could have done a better job on the script though.

  5. June 18, 2009 at 10:26 pm #

    now ril is going to launch a similar kind of ad

  6. Abhinendu Rao
    June 19, 2009 at 12:10 am #

    Virals are always not supposed to be funny, Most of the Virals that we see now a days are senseless and are a force fit to the products. (for eg: Thakur ka inteqam , Quantam of Shoelace, makkad man and so on…)

    There could be a message within a Viral, and i think personally that Idea has done a fabulous job. They have dared to move away from the senseless virals without any brand messsage.

    I would give it a two thumbs up

  7. Ekalavya
    June 19, 2009 at 8:55 am #

    You can’t call something a viral…till its shared virally.

    This is a flash film…a lame one.

  8. Adi Dubey
    June 19, 2009 at 5:08 pm #

    Hahahahahahaha…what an idea Sirji :)

  9. gokul
    June 19, 2009 at 10:05 pm #

    No idea where idea went with this

  10. Tarun Gohil
    June 20, 2009 at 5:31 pm #

    The message is effectively communicated of Idea’s launch in orissa. the script could have been tighter though. just a thought! atleast the product is remembered over here. How many over the top virals have we seen where we end up remembering the product? guess idea has got its job done :)

  11. Stephen
    June 22, 2009 at 11:10 am #

    Two thumbs up for this one. First for breaking the monotony of countless retakes on sholay and deewar. I remember makkadman but fail to remember which brand did it coz the product association was never strong. Ditto with thakur ka inteqam and all other sholay retakes.

    Here I feel they have focussed on concentrating on the message that idea is now is orissa apart from establishing a hitherto unknown guy called dada, a tough one in my opinion. I have my fingers crossed for future takes on this character, now that his characteristics have been communicated through this film. I would say this is a story, and a good intro one at that. Khoob bhalo dada!

  12. Palash
    June 24, 2009 at 3:56 pm #

    It’s good to see some sense in a viral, finally. Guys look at the virals abroad. They dont have to use godfather characters to make good virals.
    I agree with some people here that the script could have been tighter but I would still give full marks to Idea to appreciate such a concept and to the creators of this piece for coming up with a good idea. Atlast, we have one indian viral that will be remembered for its product and not for Thakur,Veeru and Mogambo.
    Idea has once again shattered the clutter and done things in a different way. What an Idea Sirji!

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