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Idea cellular fights deforestation; rolls out new campaign

MUMBAI: Idea Cellular has launched a new television campaign under its ‘What An Idea Sirji‘ series.


Conceptualized by Lowe Lintas, the new campaign plays around the theme, ‘use mobile, save paper‘.
 
Says Idea Cellular chief marketing officer Pradeep Shrivastava, "The new campaign positions mobile as an idea to eliminate huge wastage of paper. It is led by a TVC which will be followed by out-of-home, print, radio and ground activation. The promotions will be active for three months in both rural and urban markets to create the right impact." 
 
The TVC revolves around protagonist Abhishek Bachchan, the lone surviving tree in a forest cut down to feed paper mills. He falls upon the idea of how mobile phone could be used as a replacement for paper, thus, negating the need to indiscriminately cut trees and consequently save the environment. 
 
Says Lowe Lintas creative director Ashwin Varkey, "This is the sixth in the ‘What an Idea Sirji‘ campaign. The theme focuses on an idea which impacts people at large. In the ad, we try to provide a telephony solution for problems which appear to be complex in nature, but at the end isn‘t complex. The advertisement revolves around how by the use of mobile phones, trees can be saved which is the need of the hour."

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