TNI Bureau: The Idea campaign, ‘Honey Bunny’, similar to Vodafone’s ZooZoos shaking a leg to the jingle, which was posted on YouTube, has created a buzz on the web. The video indicates that the virtual war of networks has begun on social media. The Ad is already doing the rounds on the TV channels.
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Last year ‘Kolaveri di’ song had gone viral. This year, people are enjoying Honey bunny’ song. Idea’s Honey bunny campaign aims to show its connectivity across the country. In fact, the idea has been borrowed from Vodafone, but it is shown in a different manner. The video indicates that people from various parts of the country are singing in different tone and end with the word Honey Bunny. The underlying punch line is “Idead hai toh, Phohe will ring”.
Ashwin Varkey, executive creative director, Lowe Lintas and Partners, said that the story is all about a traveler, who was visiting various parts of the country, using this ring tone. People picked up the song and sang whatever they remembered.