New Delhi, Aug 06: Leading advertising firm Lowe has developed a new 6-ad TVC campaign for cellular operator Idea Cellular. According to a web site report, the campaign is based on the theme 'It takes an idea to become a leader', and each ad highlights the leadership status of the respective TV channel in its genre. With this new campaign, Idea Cellular plans to move beyond its communication theme (An idea can change your life). The campaign is part of 1.6 million subscriber-strong Idea's strategy of broad basing its market share by riding on its innovation plank.

The TVC campaign is expected to be released on August 8, the report said. Bureau Report