Bollywood actor Abhishek Bachchan, the brand ambassador of Idea cellular, has praised the socially conscious messages, which the company sends across through its new ad campaign “Education For All.”

The campaign aims to provide education via mobile telephony to those who are starved of this opportunity especially the girl-child because of various social reasons.

Junior Bachchan said, “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.”

In the past, the Idea campaign had successfully touched upon the caste issue, he added.

Created by Lowe Lintas, the advertisement campaign was shot by Chrome Films. The challenging ad campaign sees Abhishek Bachchan as the head of an educational institution.

R Balakrishnan, chairman and creative officer, Lowe Lintas said, “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.”

To promote this ad campaign, which was launched in two phases, the group also tied up with an NGO Nanhi Kali, and NDTV.

Idea Cellular is a part of the $28 billion Aditya Birla Group with a customer base of more than 26 million across India.