Idea Cellular is set to launch a new brand campaign under its 'What an Idea, Sirji!' series, focussing on the language barrier faced by people across India when traveling or moving to different parts of the country.
Idea says, India is a land of a billion people talking in 22 recognised languages, 850 mother tongues, and 22,000 dialects, which poses a dilemma while communicating.
Idea plans to provide a solution to this problem through mobile telephony.
The ad will feature Idea's brand ambassador, Abhishek Bachchan (aka Sirji), who has been seen in various avatars such as the sarpanch, tourist guide, school principal, politician's aide, doctor, and even a tree, in a completely different role.
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, ''The new Idea campaign offers a champion idea to address the language 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.''
The advertisement created by Lowe, is targeted towards the youth and will portray real-life situations faced by the youngsters and aims to demonstrate Idea's pan-India network.
The cellular network will roll out a 360-degree campaign to reach out to the audience, utilising all traditional and emerging media platforms.
The advertisement will be aired this weekend.