Mumbai, June 30 (IANS) Bollywood star Abhishek Bachchan, who is the brand ambassador of Idea cellular, appreciates the socially conscious messages that the company sends across through its new ad 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.

He added that the Idea campaign in the past had effectively touched upon the caste issue.

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.

'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,' said R. Balakrishnan, chairman and creative officer, Lowe Lintas.

Idea Cellular is a part of the $28 billion Aditya Birla Group and has a customer base of over 26 million in India.