A very busy Abhishek Bachchan has taken out time to spearhead a campaign for Idea Cellular for promoting education –especially focusing on the girl child.

Abhishek Bachchan, who is Idea’s brand ambassador, is pleased to star in its socially relevant advertisement campaign.

“Idea’s new campaign addresses a relevant social issue—education for all. The spread of education among girl children is a must in today’s times. I am pleased to be playing a part in this campaign,” said Abhishek.

Developed by Lowe Lintas, the advertisement campaign sees Abhishek as the head of an educational institution. When challenged by the traditional, physically bound classroom methodology that prevents spread of education, he uses mobile telephony to overcome the barrier.

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.”