MUMBAI: IDEA Cellular’s brand campaign with brand ambassador Abhishek Bachchan has been adjudged the ‘Best Celebrity Endorsement of the Year’ at the first edition of NDTV Tech Life Awards.

The trophy was jointly received by Bachchan and IDEA Cellular chief marketing officer Pradeep Shrivastava.

IDEA’s tagline ‘What an idea, Sirji!’ has generated tremendous recall value for the brand, amongst the masses.

Bachchan said, "I am happy to associate with a brand which is young, humane and is a Champion in its category. IDEA’s communication is simple, effective and appealing to the masses and classes. It has given me an opportunity to connect with my countrymen and offer simple solutions to complex issues prevalent in our society. It is encouraging to see that my role in this communication has inspired people, and is recognized by the industry."

Shrivastava added, "We are delighted to receive the NDTV Tech Life Awards in its very first year of inception. This recognition reflects the success of our campaign with our Brand Ambassador, which is aimed at demonstrating the power of an idea by looking at mobile telephony and what it can do, in a way that’s fresh, imaginative and elevating".

In all the IDEA campaigns Bachchan plays the spokesperson who gives an idea to solve a complex problem with surprisingly simple solution, through the power of mobile telephony.