‘Environment’ is Idea Cellular's next big idea

Idea Cellular's new What an Idea, Sirji! ad campaign, which goes on air today, advocates the green message of using mobiles to save paper. And, while the new campaign seeks to boost Idea Cellular's own new VAS services, it would also benefit other mobile service providers by prevailing upon users in general to use value added services - thus expanding the VAS "product" category as a medium of communications.

The new campaign, developed by Idea's creative agency, Lowe, is the sixth the popular What an Idea, Sirji! series that have been on the air for the past few months.

After a successful series of What an Idea, Sirji! campaigns with brand Ambassador, Abhishek Bachchan, the pan India mobile brand will now be seen promoting the idea of mobile VAS usage for vast number of day to day activities, to save paper.

Idea says the world over, millions of tonnes of trees are cut everyday to produce paper, leading to alarming rates of deforestation.

The new Idea TV commercial showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes; thereby saving tonnes of paper everyday.

This time playing the role of an agonised 'tree', brand ambassador Abhishek Bachchan strikes the idea of using mobile phone to save paper, and therefore, the greenery around him. As more and more people switch to their mobile screens, from everyday usage of paper, the tree regains life and leaves the audience with a simple message – 'Use Mobile, Save Paper'. The pan-India mobile brand will launch a nation-wide