Idea Cellular is set to launch a new marketing campaign starting weekend to showcase how mobile phone can be used to overcome the language barrier.

The ad will feature the company’s brand ambassador, Abhishek Bachchan who will be shown giving a new idea to overcome the language barrier without speaking any language.

Speaking about the upcoming campaign, Anupama Ahluwalia, Vice President – Marketing, IDEA Cellular, said “Almost every Indian has gone through a situation where one has struggled to communicate with another fellow Indian just because of language. India’s diversity lies in its languages, and rather than being intimidated by this barrier, we need to just find a simple solution to overcome it and easily adapt to different environments and people. The new Idea campaign offers a Champion idea to address this concern of our society, through the power of mobile telephony. We are confident that the new brand campaign will build a strong connect with the audience and further grow Idea’s over 70 million subscriber base.”

The campaign is targeted towards the youth and is designed by Idea’s creative agency, Lowe.