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Check out the new ad of Idea on Environment. Thomas Friedman and all of us are happy ! The ad talks about using mobile phones instead of paper for daily activities and saving the earth. The ad is a wonderful example of consistent positioning, great idea and impeccable execution. It has its heart in right place – never mind the tree Abhishek!

According to Idea, World over, millions of tonnes of trees get cut everyday to produce paper, leading to alarming rates of deforestation. The new IDEA TVC showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes; thereby saving tonnes of paper everyday.

Idea has promoting the Future of Mobile in its own creative away. It is also demonstrating creative solutions to today’s complex problems. The earlier campaigns were – ‘Championing a world without caste’; ‘Championing a world in which no one suffers from the disability to communicate’; ‘Education for All’, ‘Participative Governance’, and the last ‘Walk When You Talk’ – addressed subjects such as Caste War, Disability to Communicate, Education, Democracy and Health, respectively. Now, ‘Environment’ is IDEA’s next big Idea!   

Cheers to Idea and Lowe, IDEA’s creative agency.

In all these Ideas, the big Idea is the infinite possibilities of mobile phone ! As Einstein said, Imagination is more important than knowledge. Mobile phones are a part of our daily life and their role is only going to increase. It is the most personal tool. Every company, every brand manager has to think of how it can leverage the most important screen. Creative ideas, smart apps are one part of the answer. The other – Get a big Idea!