Mumbai: Idea Cellular’s new media campaign promotes ‘Participative Management’ for governance and encourages two-way communication between the government and public.

Abhishek Bachchan propagates the brand tagline ‘What an Idea Sirji!’, which is echoed by the public at large in the story. The ad explores the idea of government(s) using mobile service as an efficient tool to gather public opinion and support, while taking vital decisions impacting people’s lives.

Idea Cellular chief marketing officer Pradeep Shrivastava says, "The ad is aimed at conveying a socially relevant message in an easy-to-understand form to our target audience, which mainly comprises mobile users and intenders in rural India, and the youth. Through our new campaign, we wish to highlight the need for Governance through active public involvement, while promoting the usage of mobile phone".

The new campaign has been developed by Idea’s creative agency Lowe.

Lowe chairman R. Balki said, "The theme is relevant to the current times where political campaigns across the world are relying on reaching the voters through mobile and internet. Through this ad, we are highlighting citizen’s empowerment by making the individual’s opinion count."

The new ad, based on the theme of ‘Democracy’ is the fourth in the series of Idea’s campaign with its brand ambassador. The preceding ones carried the message ‘Championing a world without caste’; ‘Championing a world in which no one suffers from the disability to communicate’; and the third one based on the theme ‘Education for All’.