Walking and talking with Lowe Lintas Mumbai

In North America, much is said about rising levels of obesity, due to our sedentary, TV watching, video game playing lifestyle. But over in India, they appear to have this problem licked, as seen in this TV spot by Lowe Mumbai for Idea Cellular. It’s not in English, (well, except for a few crucial words and the catchy song) but it begins with a news report blaming obesity, bad health and laziness on technology. A quick thinking doctor (an actor who apparently appears in other Idea ads) accidentally saves the day by starting a cellphone fitness craze.

According to Campaign India, this ad will be shortly followed by a microsite that will feature a “Walkmeter” that will allow people to calculate how many calories they burn simply by walking and talking.

I don’t know how this will fare on the award show circuit, but in a product category with very little differences between competitors, it’s an interesting way to stand out. Besides, its message is more convincing than any “get active” PSA I ever saw.

“Walk n’ talk, talk n’ walk, walk n’ talk…” Damn that’s catchy.