Aaj "oongli' kiya kya?

Let's play a game: Say "idea' ” and what comes to your mind instantly? Sirji! ” No matter whether you've said it aloud or simply smiled it aside. The "sirji' and his brilliant ideas have caught on. "Sirji', the six foot plus hunk of a brand endorser Abhishek Bachchan, is back with more Ideas this time ” to let all mobile users be part of the mad frenzy, called cricket, this IPL season.

Soon days of passive cricketing will be passé. Lowe Lintas is helping Idea take cricket to newer pitches ” the finger field! Idea's innovative idea lets its brand shine in the field of cricket, while the happy viewers participate in the game in their own way. With the idea catching on, don't be surprised if IPL will soon be dubbed as "Indian Phinger League' after this summer¦

Doesn't matter, if you don't know bat from bat, you can still play the game, while your better half stays glued to the fours and sixes on the screen. All you need is flex fingers for a fast mode and some intuition ” like how many times will bowlers make an 'appeal' for a wicket during that match, how many times will the batsmen change their bats during the match, or how many times shall cheerleaders 'dance' during the match ” the rest is easy. You predict correctly, and win. That's the fun of finger cricket or oongli cricket, Idea's new game of cricket on the cellphone.

The advertising campaign for Idea was unleashed on television recently. While the cellular giant cements its relationships with the gentleman's game further, the cell users get a chance to play around with the game too through the power of telephony.

While the cellular giant aims at rewarding mobile users who are also cricket fans, Lowe Lintas' creative team comprising Chairman & Chief Creative officer, R Balki; Group Creative Director, Ashwin Varkey; Creative Director, Jaywant Dabholkar, Subodh Menon & Shishir Kapre ensures that the campaign creates brand engagement in the process.

Thus, while the cricketers sweat it out on the summer field, you can score a hattrick with the power of your fingers staying at home. Simply don't forget to switch on the telly for the day's match!