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It’s a young and innovative idea about mobile phones being the 21st century solution to paper waste that in turn helps keep our planet green.

In the advertisement Abhishek Bachchan personifies the lone surviving tree in a forest cut down to feed the paper mills. He falls upon the idea of how the mobile phone could be used as a replacement for paper thus negating the need to indiscriminately fell trees and consequently save the environment.

The cellular giant is seen giving social messages through its ad campaign since some time now. While speaking to Adgully, Tarun Chauhan, Executive Director, Lowe Lintas (Ad agency of Idea cellular), said, “With these kinds of ads we are dealing with day to day problems of life and trying to tell how technology can help solve it in a big way and if with these steps of ours there is a social messages which goes to the audience then why not.”

When we asked about the media distribution for this Ad campaign, Chauhan said, “We will be doing it across the media be it traditional or new.” About exploring digital media he feels, “Being a technology product you cannot avoid the strength of digital and our objective is to reach maximum consumers and we can only do that with a mix of all media.”

With all these continuous exercise by Idea cellular one thing is quite clear, while every other operator is busy in promoting their specific products, Idea’s focus has been brand building. This could be because of ‘Number Portability’ which may take place any time soon. We can only say What an Idea sirji.