Idea Cellular’s new ad campaign under its now popular, ‘What an Idea Sirji’ punch line promoted by its brand ambassador, Abhishek Bachchan advocates the use of mobile VAS for numerous day to day activities in an effort to save paper.

The new campaign will advocate the message, ‘Use Mobile, Save Paper.’

The TV commercial will highlight how mobile phones can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes; thus saving tonnes of paper everyday.

In the new campaign, Abhishek Bachchan is shown playing the role of an agonized ‘Tree’ and he strikes the idea of using mobile phone to save paper, and therefore, the greenery around him. As more and more people switch to their mobile screens, from everyday usage of paper, the tree regains life and leaves the audience with a simple message – ‘Use Mobile, Save Paper’.

The campaign will also run over other mediums including print, digital and outdoor media.

Speaking about the campaign, Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular says, “‘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.”

Idea’s creative agency, Lowe has developed the new campaign.