Idea Cellular has launched a new online character called "Dada", the 'dhoti kurta' clad, long-haired, easy going, happy-go-lucky character to promote its Orissa launch.
Dada’s apparent resemblance with a person hailing from East India is a deliberate attempt to create visibility for IDEA amongst the youth community on the internet, as the company rapidly expands its operations in the eastern parts of the country. Dada’s apparent speech impediment, which either comes naturally or is caused by the ever-present beetle nut leaf in his mouth, instantly connects with audience from the East.
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