Watching the World Cup 2011 just got more reassuring! While on the field, the current Cricket teams will battle it out for the coveted title, off the field Brand Idea will be seen promoting Idea’s ‘Keep Cricket Clean’ campaign on Television.

With the World Cup 2011 having taken off, Idea will start airing a series of Television advertisements featuring 6 World Champions - Clive Lloyd, Kapil Dev, Allan Border, Imran Khan, Arjuna Ranatunga and Steve Waugh – who will talk candidly about innovative ways to ‘Keep Cricket Clean’. Idea will also give a chance to Cricket fans across the country to connect with these Cricket legends and be a part of this remarkable and sincere campaign.

The six legends will be seen together in the first ad which goes on air on Thursday, February 24^th, 2011, under the title ‘Idea Champions of the World’. The subsequent ads will show these legends suggest smart ideas to deal with situations and people which are against the spirit of the game. The ads will have a crisp yet friendly look which will reflect the opinion of these legends on some real life cricketing issues.

Talking about the campaign, Anupama Ahluwalia, Senior Vice President – Marketing, Idea Cellular said, “Cricket is a passion in India and fans like to enjoy the sport in its utmost purity and true spirit. With the new campaign, Idea will spread the message of ‘Keep Cricket Clean’ to build a strong connect with millions of Cricket fans across the country, during this Cricket season”.

With the progress of the Cricket season, Idea will roll out a 360 degree campaign to reach out to the audience, utilizing all traditional and emerging media platforms. Special films created by Idea will also give a glimpse of historical moments of Cricket featuring these legends. Idea and the 6 Champions of the World will stand by Cricket, from school to the international level, to uphold the tradition of the ultimate gentleman’s game.

Idea’s earlier campaigns around Cricket – ‘Idea Oongli Cricket’ and ‘Talk to your favourite Cricketer’ – have been one of the most popular Cricket based ads of their time.

The upcoming ads have been designed by Idea’s creative agency, Lowe.