Idea Cellular's out-of-the-box ad campaigns have always made an impact by weaving social themes into its promos. It continues with its immensely popular "What an idea, Sirji" series with Abhishek Bachchan but with a new message - an endearing take on India's multilingual heritage. The new campaign, designed by creative agency Lowe, has already proved to be a clutter-buster for Idea and tops the BT-TAM chart in September. Telecom and FMCG companies dominate the Top 10 list.
The top five:
Idea Celluar
GRPs: 1,698
Seconds on air: 1,083,560
Uninor Cellular Phone Service
GRPs: 1,289
Seconds on air: 628,640
Horlicks Range
GRPs: 1,242
Seconds on air: 467,825
Clinic Plus Shampoo
GRPs: 889
Seconds on air: 220,760
Airtel Cellular Phone Service
GRPs: 828
Seconds on air: 318,315
