Idea Cellular’s new ad campaign “Honey Bunny” is rocking the nation. The catchy jingle that get struck in your mind from the first time you hear it has immediately gone viral! The campaign main purpose is to highlight the strength of Idea’s pan-India coverage. The new Idea ad has been created by Idea’s creative agency, Lowe, and the ‘Honey Bunny’ song is a composition of Bollywood music composer, Amit Trivedi of ‘English Vinglish’ and ‘Dev D’ fame.

Feeling Something Something Hello 'Honey Bunny' - Idea's new ad campaign goes Viral

With varied cultural backgrounds, connecting as one big happy family of over 120 billion people, all of whom are seen humming one song – ‘Honey Bunny’ wherever they go – from Kashmir to Kanyakumari, Gujarat to Guwahati, Ladakh to Bengaluru, Rajasthan to Orissa, or Mumbai to Bihar!

Idea has used a full 360-degree media spread using TV, Radio, Digital, Outdoor and Cinema, to support the campaign. Idea first released the song and the TVCs, consisting of four teaser ads and a one full TV commercial, on the Digital medium. The song and TVCs are going viral in the online space generating a lot of buzz and conversation in the social media. While writing this post the ‘Honey Bunny’ commercial in Youtube has crossed over 2.7 lakhs video views.

The ‘Idea Rings All India’ campaign is riding on this song, and hence the instant popularity of the song is an indication of the initial success of the campaign. The ad has become a rage with the audience with kids, youth, and even elderly people being seen and heard humming the song. Idea’s strong pan-India network offers seamless connectivity across the length and breadth of the country, connecting people with their ‘Honey Bunny’s! “said Mr. Sashi Shankar, Chief Marketing Officer, IDEA Cellular.

The advertisement was released on Radio with RJs quizzing listeners about the new tune on air and playing the Idea Honey Bunny song at short intervals. Idea also plans to leverage the Outdoor medium and Cinema Theatres to further sustain the campaign over the next few weeks.

Are you Feeling Something Something Hello ‘Honey Bunny’ Honey Bunny, Toko Toko..

Download the mp3 ringtone – Honey Bunny

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