Both the advertisements belong to India’s leading telecom players. However, instead of selling tariffs or the most feature-laden handset to consumers they are urging people to make themselves instrumental in saving the environment. “Bano planet ke rakhwale (Guard your planet),” as the Nokia ad says.

And it’s not just environmental issues that are getting highlighted. Aircel’s recent initiative strives to invoke thoughtfulness among consumers by helping the elderly in old age homes. Going back to the environment, the operator has also started a campaign to raise awareness about tiger conservation.

The Idea Cellular ad features brand ambassador Abhishek Bachchan playing a tree saddened by the senseless cutting of trees around him. Even as paper has become an indispensable part of our lives, Idea brings forth an innovative alternative to it: mobile technology. The ad gives a glimpse into the apps that can be used to save paper. These include reading newspapers on cellphones (m-paper), a waiter noting the customer’s order on his mobile and a ground staff checking an airline boarding pass on a cellphone.

“We are always looking for ideas to change the way people live. During our research we found that people believe in not wasting paper and are concerned about the environment,” says Pradeep Shrivastava, chief marketing officer, Idea Cellular. He adds, “We are not saying don’t use paper we are saying don’t waste it. There are enough applications in the mobile space, which will help save paper.” Interestingly, even as this ad is seen on TV and heard of on radio, the company steers clear of the print medium.

It is heartening to see telcos touching on social issues as well. Aircel launched a campaign in December 2009 motivating youngsters to donate their old, unused phones to the elderly during Christmas. Aircel is joined by the NGO Helpage India in this initiative, whereby handsets will be collected through drop boxes across India. Repairs, if any, will be undertaken by the company and the handsets will then be recharged with a year’s worth of free talktime, before being distributed.

Says, Shalini Sethi, head, corporate communications, Aircel, “We realised that the elderly at old age homes feel lonely during festivals. We launched this campaign with the motive of triggering a thought process that the elderly need us.”

In another effort, Aircel tries to divert people’s attention to the dwindling number of tigers across the country. With the numbers going down from 40,000 at the turn of the last century to 1,411 today, the big cat is sadly nearing extinction. Adds Sethi, “These campaigns are not just to create a buzz. We believe that small initiatives do make a difference.” People can pledge their support to the cause by logging on to www.saveourtigers.com.

On the other hand, the Nokia initiative is a continuation of its recycling old phones campaign started months back. This time the Finnish giant has roped in Shah Rukh Khan for informing and educating people about the benefits of recycling. Ambrish Bakaya, director, corporate affairs, Nokia, says, “Nokia believes management of unwanted handsets will contribute to a greener tomorrow.”

In the last couple of years, the advertising industry has reinvented itself. Gone are the days when viewers would start surfing channels the moment a commercial break started. Today’s ads are entertaining and more often than not carry relevant messages. As far as the telecom ecosphere is concerned, this change comes at a time when major cellular operators are lowering tariffs and announcing the same through huge billboards and TV, radio and print ads. In this scenario nothing could be more refreshing than Idea Cellular’s save trees, Aircel’s save tigers and Nokia’s recycling ads.

The telecom sector is experiencing a burst of creativity where some of the best ideas are being used to catch the attention of consumers. Some experts believe that telecom companies have to innovate in a bid to grow further. And this is exactly what they are doing. Some advertisers feel it is their corporate responsibility to educate and inform people about issues while some want to leave a lasting impression on consumers’ minds.

“We at Aircel are extremely sensitive to corporate social responsibility,” says Sethi.

On the other hand, Tarun Singh Chauhan, executive director, Lowe Lintas, who are behind the innovative advertisements form Idea Cellular, says, “We are not aiming at social responsibility. We are simply telling what all can be done with the use of mobile technology.”

It is not surprising that consumers’ response towards these advertisements has been positive for everyone. Says Bakaya, “The first phase of our recycling phone campaign was carried out as a pilot in just four cities, including Delhi, Gurgaon, Ludhiana and Bangalore. It was hugely successful and saw over 3 tonnes of waste collected in just 45 days. By the end of the year we had further extended it to over 28 cities.”

Summing up, even as the recently-concluded Copenhagen Summit failed to persuade world leaders to formulate a global treaty to save the environment, Indian mobile operators and handset manufacturers are doing their bit to care for the planet. They know they have the power to influence people and bring about change by educating and informing them. Here’s hoping for more such social and environmental initiatives. n