On the first anniversary of 26/11, Idea Cellular initiated the movement titled the ‘Talk for India Hour’. An advance nationwide campaign publicized the hour. Approximately 5.5 crore Idea subscribers were made aware, that for every call they made between 8.36 p.m. and 9.36 p.m. that evening, the nett revenue generated would be handed over by Idea Cellular to the cause of protective gear for police personnel.

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At its culmination, approximately Rs. 1.25 crore was generated as revenue from subscriber calls. Idea Cellular doubled the amount, and contributed a total sum of Rs. 2.50 crores. This cheque of Rs. 2.50 crore, for the Prime Minister’s National Defence Fund, was handed over to Mr. P. Chidambaram, Hon’ble Home Minister by Mr. Sanjeev Aga , Managing Director, Idea Cellular, at an austere ceremony in the national capital.

Said Mr. Sanjeev Aga , Managing Director, Idea Cellular, “Beyond mere money and words, the question we asked was what extra we could do to convert raw emotion into a force multiplier. In our case, our huge 5.5 crore subscriber base, straddling all cross-sections of society provided the inspiration. It is the Idea family’s salute to our much maligned, over-worked, under-equipped Indian police force, saying that as you transform to take on our enemies, we are solidly behind you.”