Mumbai: Idea Cellular has launched a new theme as a part of its ongoing brand campaign with a spotlight on ‘education for all’. The campaign highlights the power of mobile telephony to address the socially relevant theme of education.

Developed by Lowe Lintas, the ad campaign has Abhishek Bachchan playing the head of an educational institution. When challenged by the traditional, physically bound classroom methodology that prevents reaching out to many more that are in need of education, he uses mobile telephony to overcome the barrier.

Idea Cellular managing director Sanjeev Aga said, "Idea is redefining mobile telephone standards through its reach, connectivity and value-added features".

Idea Brand Ambassador Abhishek Bachchan said, "Idea is power, and power is all about bringing in desirable social change… The new campaign addresses a very relevant social theme – education for all, especially the girl-child. I am pleased to be playing a part in this campaign and contribute to making a difference through the power of the idea."

Lowe Lintas chairman & creative officer R Balakrishnan explained, "The Idea Campaigns have been specifically tailored to bring mobile telephony closer to the Indian consumers. By integrating a social message into the new campaign, we are not only reinforcing the difference that can be made through the use of modern technology but also the power of a new Idea."