YouTube recommendations work in mysterious ways. It just recommended to me the following video from 2012, which made me nostalgic and thus this quick blog.
The early part of the previous decade saw a melodic campaign in India that become an anthem for the entire nation. A regional telecom player, Idea Cellular, which was already popular across the country with its ‘What an Idea, Sirji!’ campaign message was going national and need to unify the nation.
The solution came in the form of a catchy song called the 'The Honey Bunny Song' created by Lowe Lintas and composed by one of the most loved composers of the country Amit Trivedi. The song went viral and became one of the most popular tunes across the country. The nonsensical sing-along verse coupled with the catchy tune were the reasons for its popularity.
The online release was followed by a TVC, which added method to the madness. It showed people from all walks of life and every corner of the country murmuring the 'pumpkin pumpkin' song. The TVC ended with the line "Idea hai toh phone will ring. Kashmir-se Kanyakumari tak phone will ring" and a nod to the previous campaign message with ‘What a network, Sirji!’.
Soon the internet was flooded with videos of dance covers and flash mobs with this tune, from every part of the country. Truly, what an Idea, Sirji.