IDEA introduces innovative 'Use Mobile, Save Paper' campaign

Developed by IDEA’s creative agency, Lowe, this new ad campaign promotes the idea of mobile VAS usage for vast number of day to day activities, to save paper and save Earth. This is IDEA Cellular's latest campaign, after a successful series of What an Idea, Sirji! campaigns with Brand Ambassador, Abhishek Bachchan, that now goes on air.

Speaking about the campaign, Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular said, "Environment’ as a subject touches all, but gets attention only at strategic forums. The common man gets to contribute little towards the cause, due to lack of direction and ideas. Hence, IDEA Cellular has taken up the responsibility of educating the 500 million mobile phone users in the country. If they start using the mobile phone more judiciously, together we can make a significant contribution of saving paper, and therefore, the green cover necessary for the health of the planet."

The latest IDEA environment campaign will now be extensively seen across TV, Print, Digital and Outdoor media space in coming days. The company further plans to launch range of Value Added Services to help consumers stay informed through utility services on their mobile phones, thus reducing dependency on paper usage.

As per the press release, "World over, millions of tonnes of trees get cut everyday to produce paper, leading to alarming rates of deforestation. The new IDEA TVC 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."

Abhishek Bachchan can be seen portraying the role of an agonized ‘Tree’ this time. He advocates the idea of using mobile phone to save paper, and therefore, the greenery around him through this campaign.