Indian advertising scenario is undergoing a noticeable change. At least some advertising agencies are dishing out campaigns that are meaningful, innovative and thought provoking, a really fresh and welcome change from the gender bias and the derogatory portrayal of women which are generally prevalent in most advertisements. The new advertisement for Idea Cellular by Lowe Lintas addresses a relevant social issue-‘Education for All’. Abhishek Bachhan, who is the brand ambassador of Idea Cellular, heartily appreciates the socially conscious message that the campaign is trying to convey. “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.

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. The advertisement has successfully tugged the emotional strings of discerning viewers, and has got an overwhelmingly positive response by showcasing the encouraging difference that can be made by the use of modern technology. It also upholds Idea’s innate catch line of hailing a novel idea.

Though advertisements like these are numbered, and mostly we get to see voluptuous women gyrating for guys in advertisements from perfumes to bikes, some ads like these are definite proofs that Indian Advertising has come off age. No wonder, inventive and ground breaking campaigns like the ‘Lead India’ campaign by The Times of India has been critically acclaimed and resoundingly applauded at The Cannes Ad Festival. Way to go definitely, but indeed ‘India is shining’…in all fields!