Lowe Lintas's 'idea' works for Idea

Lowe Lintas has designed a Talk for India hour' for Idea Cellular, which will see the telecom major urging its subscribers to pick up the phone and talk as much as they can on November 26, 2009 this year, between 8:36pm and 9:36pm.

Idea plans to donate all revenue generated all those calls towards purchasing better safety gear for the police force. Sub-standard security equipment for the police department was exposed to its fullest during the 26/11 terror attacks at the Taj Mahal hotel in Mumbai.

As part of the campaign, Lowe Lintas has produced a television commercial which sees Idea Cellular brand ambassador Abhishek Bachchan urging the nation not to remain silent, but to 'talk for India'.

Hence the 'Talk for India' hour, which starts at 8:36pm when the first bullets were fired by terrorists.