Not an Idea

So Idea has gotten one more ad out on its dubious social change platform.

Few points.
Its very very annoying to read a newspaper or a magazine on a mobile phone screen. Have they ever tried it? Which is precisely the reason why everybody and their uncle is out unveiling e-book readers at CES.

Most of the phones shown are iPhones.
Idea doesn't even carry the iPhone.
Airtel does.

Maybe next time an ad with more than 10 minutes of brainstorming, eh?