IDEA Cellular is on a mission to paint the city green with a range of outdoor media innovations, to spread awareness about the green initiative “Use Mobile, Save Paper!” IDEA has transformed Mumbai bus shelters into Green covers, with potted plants, and tendril climbers to convey the green message.
The Green bus shelters at Worli, Mahim and on the Western Express Highway have already started catching the attention of passersby. The busy streets of Mumbai welcome the change, as it adds greenery to the façade, and offers a cool shade to the commuters waiting at the stands. IDEA is spreading the message of ‘Use Mobile, Save Paper’, through numerous other hoardings put up in the city, with its Brand Ambassador, Abhishek Bachchan in the look of a Tree.
World over, millions of tonnes of trees get cut everyday to produce paper, leading to alarming rates of deforestation. One simple idea to save paper is to efficiently use the mobile phone for large number of day to day communication. The new IDEA campaign 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.