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Idea rolls out new campaign 'education for all'

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CIOL Bureau
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MUMBAI, INDIA: GSM service provider Idea Cellular has launched a brand campaign 'education for all,' highlighting the power of mobile telephony to address the social theme of education.

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The campaign has cine actor Abhishek Bachchan playing the role of the head of an educational institution, who uses mobile phone to reach out to a large number of students who are in need of education.

The phone also helps him in overcoming the challenges posted by the traditional and classroom-bound methodology of teaching.

Lowe Lintas developed the campaign.

"Idea is redefining mobile telephony standards through its reach, connectivity and value-added features. We believe strongly that new ideas can change our lives, a thought that has been central to our brand promise from the beginning," Idea Cellular managing director Sanjeev Aga said.

According to Bachchan, "The new campaign addresses a relevant social theme – education for all, mainly for the girl-child. Despite the progress made in literacy, educational opportunities are still denied for several children across the country due to various reasons."

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