Idea launches new campaign, focuses on “education for all”

Payal Khandelwal, 01 July, 2008

Mumbai

Idea Cellular has unveiled its new campaign called ‘Education for all’. The campaign has been created by Lowe Lintas. The theme of the campaign is based on the idea that the mobile phone can be one of the means of providing education in rural areas. The campaign carries forward the brand’s positioning, ‘What an idea!’

Brand ambassador Abhishek Bachchan plays the role of the head of an educational institution. When he is challenged by the physically bound classrooms in schools that prevent providing education to many more children who are in need of education, he uses mobile phones to spread education in villages.

It is a 360 degree campaign including various on-ground initiatives like mobile tutorials, online education help as well as support with admission. Idea has also collaborated with NDTV Networks and Nanhi Kali, an NGO for the education of the girl child to launch an initiative. The company will reveal more about this plan in a few days.

“Girl education is what came into our mind while thinking about the ‘idea’ for the new Idea campaign and we created this story,” said R Balki, chairman and chief creative officer, Lowe Lintas. The team behind the campaign includes Tarun Chauhan (business head),Tarannum (business leader for Idea) and the creative team consists of Nikhil Rao, Ashwin, Jaywant.

Sanjeev Aga, managing director, Idea Cellular, 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."