Idea cellular held its brand campaign unveiling at Hyatt Regency on Monday June 30.

Idea cellular held its brand campaign unveiling at Hyatt Regency on Monday June 30. The campaign, one in the series, is based on the theme of education for all. Taking it forward the ad shows how rural children, having no access to education finally get a classroom. They are united under a revolutionary education system, i.e., through cell phones. The ad shows rural and urban children forming part of the same classroom though located far off, thanks to the phone! Present on the occasion were Sanjeev Agha, MD Idea cellular and R Balakrishnan - Chairman Lowe Lintas, who have developed the concept, and brand ambassador of the product Abhishek Bachhan. Talking to the press the Chini Kum director Balki, as Balkrishnan is popularly known, said that the promotional idea or the campaign is literally, just an idea though it has the potential to provide at least a clue on how to solve the education issues in rural India. Sanjeev Agha said, ?IDEA is redefining mobile telephony standards through its reach, connectivity and value-added features. We believe strongly that new ideas can change our lives, a thought that has been central to our brand promise from the beginning.? Abhishek Bachhan, who for most part of the event looked rather reserved, in a curt message said that he felt fortunate enough to be associated with such a product and campaign. ?The new campaign addresses a very relevant social theme - education for all, especially the girl-child. I am pleased to be playing a part in this campaign and contribute to making a difference through the power of the idea?, he said. The ad certainly looks cute and harps on the important message, ?education for all?, conveyed effectively through the humorous situations shot in the ad.