Idea Cellular was forced to react to market dynamics pertaining to tariff as it introduced one paise per second tariff for its prepaid subscribers across the country.

Extending the offer, which it had introduced in Himachal Pradesh, the new offer will cover the whole of India and Local and STD calls on any network will be one paise per second under the new plan.

"With our new per second plan, our subscribers will get to choose from a range of affordable tariff plans. The new plans will allow Idea subscribers to make all local and STD (calls) at the same rate," Idea Cellular Chief Marketing Officer Pradeep Shrivastava said.