Idea Cellular's new TV commercial: A transformative idea triggered by video

A new TV commercial by Idea Cellular has pushed the running narrative of the telecom firm to imply how in today's world a video can change people's lives

From its initial days through to the period of Bollywood actor Abhishek Bachchan endorsing Idea Cellular, catchphrases like “An idea can change your life” or “What an idea, sirji” have helped to communicate a transformative potential of one of India’s leading telecom players. A new television commercial (TVC) has pushed the narrative further by implying how in today’s world “a video can change our lives”.

In the minute-long ad, the message is how change or transformation in people’s lives can be triggered by a chain of videos. The ad shows how a video of little children waiting to be adopted makes