Abhishek ‘Sirji' Bachchan has now become a tree to promote Idea Cellular's new ‘Green Planet' campaign.

With global warming becoming a hot debate topic, Idea's Sirji is advocating ‘Use Mobile, Save Paper' to ‘save the planet'.

The new Idea TVC showcases how the mobile phone can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes; thereby saving tonnes of paper everyday.

Brand Ambassador Abhishek Bachchan, playing the role of an agonized ‘tree' this time, strikes the idea of using mobile phone to save paper, and therefore, the greenery around him. As more and more people switch to their mobile screens, from everyday usage of paper, the tree regains life and leaves the audience with a simple message – ‘Use Mobile, Save Paper'.

Speaking about the campaign, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular said, "‘Environment' as a subject touches all, but gets attention only at strategic forums. The common man gets to contribute little towards the cause, due to lack of direction and ideas.

"Hence, IDEA Cellular has taken up the responsibility of educating the 500 million mobile phone users in the country. If they start using the mobile phone more judiciously, together we can make a significant contribution of saving paper, and therefore, the green cover necessary for the health of the planet."

The new ‘Environment' ad campaign went on air Thursday. This is the sixth in the series of Idea's campaigns with the popular tag line – What an Idea, Sirji!.

The preceding campaigns were - ‘Championing a world without caste'; ‘Championing a world in which no one suffers from the disability to communicate'; ‘Education for All', ‘Participative Governance', and the last ‘Walk When You Talk' – addressed subjects such as Caste War, Disability to Communicate, Education, Democracy and Health, respectively.