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The new ad from leading mobile brand will unravel an idea which will help millions of Indians – who move out of their homes for Career, Education, Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings – to easily adapt to the change in environment and communicate smoothly.

Idea Brand Ambassador, Abhishek Bachchan (aka Sirji), who has in the past been seen in various avatars such as the Sarpanch, Tourist Guide, School Principal, Politician’s aide, Doctor, and even a Tree, will now be seen in a completely different role in the new ad. The Sirji character who has won millions of hearts with his smart ideas and witty comments will give a new idea to overcome the language barrier, without speaking a language!

Speaking about the upcoming campaign, Anupama Ahluwalia, Vice President – Marketing, IDEA Cellular, said “Almost every Indian has gone through a situation where one has struggled to communicate with another fellow Indian just because of language. India’s diversity lies in its languages, and rather than being intimidated by this barrier, we need to just find a simple solution to overcome it and easily adapt to different environments and people. The new Idea campaign offers a Champion idea to address this concern of our society, through the power of mobile telephony. We are confident that the new brand campaign will build a strong connect with the audience and further grow Idea’s over 70 million subscriber base.”

Brand Idea’s new theme campaign is targeted at the youth and the creative will have a young and modern look, portraying real-life situations faced by the Gen-Next. The ad has been designed to also demonstrate Idea’s pan-India network which offers seamless mobile connectivity across the length and breadth of the country, and affordability of its products and services. Idea will roll out a 360 degree campaign to reach out to the audience, utilizing all traditional and emerging media platforms.