Aditya Birla Group , Idea Cellular Ltd. announced that it will start airing a series of Television advertisements featuring 6 World Champions - Clive Lloyd, Kapil Dev, Allan Border, Imran Khan, Arjuna Ranatunga and Steve Waugh – who will talk about innovative ways to ‘Keep Cricket Clean’.

The six legends will be seen together in the first ad which goes on air today, under the title ‘Idea Champions of the World’. The subsequent ads will show these legends suggest smart ideas to deal with situations .

Anupama Ahluwalia, Senior Vice President – Marketing, Idea Cellular said, “Cricket is a passion in India and fans like to enjoy the sport in its utmost purity and true spirit. With the new campaign, Idea will spread the message of ‘Keep Cricket Clean’ to build a strong connect with millions of Cricket fans across the country, during this Cricket season”.  

Idea had earlier launched ad campaigns around Cricket  namely– ‘Idea Oongli Cricket’ and ‘Talk to your favourite’.