Idea ‘s Ullu Anthem not appealing

Idea cellular the flagship of Aditya Birla Group.Idea is one of the operators with Airtel and Vodafone which has focussed on PAN India Coverage.Idea being the 3^rd largest mobile network  provider has left no stone unturned in terms of branding.Idea has always focussed on Branding and advertisements for building its brand value.Idea as a mobile operator always focussed on value added services for differentiating itself in the market place.Idea ad campaign  has always focussed on democracy,language,education and removing barriers.Be it “Walk the talk”,Use Mobile Save trees campaign or the latest and popular “No Ullu Baanoning campaign”.No Ullu Bannoing campaign has made Idea score high on brand recall in the minds of consumers.Idea decision  of not featuring Abhishek Bachchan in these campaigns and primarily focussing on Value added services ie mobile internet.It took the concept of circumstances,situations and other possible sequences in which common man can become fools.Consider shopkeeper selling fake goods,politicans false promises or fake baba showing his miracles.Idea has actually empowered consumers to not to get fools in  all the circumstances by saying that “No Ullu Bannoing”.These campaign has been highly successful and well accepted by the consumers .Seeing this success Idea launched its new Ullu Anthem on eve of independence day.Well the ad starts with the all the models standing seriously and reciting the ullu anthem as if they are singing the national anthem.The script,conceptualization,presentation and jingles of the ad is so irritating when we compare it to previous “No Ullu Bannoing campaign”.It was a clear disconnect from the prveious ads in all aspects of ad be it jingles,concept and presentations.The ad on whole I felt that failed to strike the cord with cosumers.Even though Idea was very innovative but losses its charm during execution.