When whole of the country was churning and various kind of options were being looked into to set the political system of the country on the right course, the idea seems to have been provided by the recently released advertisement of Idea where the veritable mobile phone is used to penetrate through the layers of sycophancy and reach the common masses to assuage his views about an issue.
Abhishek Bachchan as a typical political advisor has excelled himself in the copy and has sort of redeemed himself with this campaign, as the campaign has a positive connotation. There is a sense of wonder whether the idea to run this campaign had some parallels being drawn from Yash Raj films AAJA NACH LE, where the politician agreed to have an open referendum to see whether a shopping mall be constructed on a play ground or not, as this was the theme that dominated AAJA NACH LE.
If a comparison where to be drawn about the kind of campaigns that the Bachchan family has been associated with the stocks of Abhishek Bachchan would be a notch higher than that of his wife Aishwarya Rai or his father Amitabh Bachchan as he has been associated with the Idea campaign which has a socially relevant message delivered in a commercial environment.
The earlier attempt to spread the message of education of mobile, being an out of box thinking, was criticized by the intellectual class of portraying a world view where English teaching and convent teaching of education was being encouraged to. The moot point is that English as a language is the preferred choice for upward social mobility and this is what was being portrayed through the campaign of Idea.
Abhishek Bachchan for his association with the Idea campaign need to be appreciated as through the series of campaigns the message of one importance or the other is being driven for the betterment of the country. If critics cannot appreciate this out of box thinking, so be it. Let the Ideas dominate after it is the ideas that would give rise to new solutions and criticism would not provide any positive solution.