>> Idea unites ‘Champions of the World’ - Clive Lloyd, Kapil Dev, Allan Border, Imran Khan, Arjuna Ranatunga & Steve Waugh, for the Keep Cricket Clean campaign

>> Idea and these six leaders to stand by cricket, from school to the international level, to uphold the tradition of the ultimate gentleman’s game

>> A 360º campaign during World Cup 2011, will echo the message across the cricketing world

Mumbai 2nd February, 2011: Idea Cellular unites cricketing leaders of each World Cup era, to Keep Cricket Clean. Six World Cup Champions - Clive Lloyd, Kapil Dev, Allan Border, Imran Khan, Arjuna Ranatunga & Steve Waugh along with Sanjeev Aga, Managing Director, Idea Cellular, attended a widely attended event to launch the campaign.

Idea Cellular is putting together a collection of films and stills, featuring these legends, all to be showcased during the upcoming World Cup 2011, across various media platforms. This Idea campaign, indeed like all Idea campaigns, will ignite the Keep Cricket Clean message like nothing before.

Said Mr. Sanjeev Aga, Managing Director, Idea Cellular “Cricket is a microcosm of our society, and the challenges to clean cricket are not divorced from the challenges to a clean society. But true leadership responds to a challenge. Idea is privileged to partner six cricketing world leaders to take up the challenge to Keep Cricket Clean”.

Audio-visuals showcased at the event picturised electrifying moments featuring these greats. The six legends also regaled the audience with gripping anecdotes, from on the field and off the ground, of the big games of yesteryear. They may have seen it all, yet with World Cup 2011 a fortnight away, the goose bumps are back as if nothing has changed.

About IDEA Cellular Ltd

IDEA Cellular is India’s 3rd largest national mobile operator, with over 83 million subscribers. Using the latest in technology, Idea provides world class service delivery through the most extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.

IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation. The group operates in 26 countries, and is anchored by over 130,600 employees belonging to 40 nationalities. More information on the company is available at: www.ideacellular.com and on the group at: www.adityabirla.com.