Idea Cellular’s green campaign attempts to make people think about newer, greener ideas to ‘Use Mobile, Save Paper’.

After urging youngsters to download the menu and bill at popular hangouts like Barista and Cafe Coffee Day, Idea Cellular is giving Mumbaikars and Delhiites, the chance to experience a day when they can use their mobile phones for paying road toll and to watch a movie, effectively doing away with the paper toll tickets. Idea has come up with a new campaign urging people to participate in a simple SMS contest which will entitle them to a Code (via SMS) which can then be flashed as their “Mobile ticket” to travel on the Bandra-Worli Sea Link in Mumbai, and the Delhi Noida Direct flyover.

The first 4,000 people in Mumbai, who SMS ‘Idea sealink’ to 58888 and show interest in the initiative will receive a thank you SMS which will enable them to travel absolutely free and ticket less on a single journey, either way, on the Bandra Worli Sea link on Thursday, 25th February between 8 am to 12 noon. Addtionally, 200 people who SMS ‘Idea movie’ to 58888 will win free tickets to the screening of movie ‘Karthik calling Karthik’ at PVR Cinemas on Thursday, February 25, 2010.

In Delhi, people can SMS ‘Idea Toll’ to get a free single journey on the DND flyover on 2nd March, between 8 am to 12 noon and ‘Idea Film’ to get fee m-tickets for the screening of ‘Karthik calling Karthik’ at PVR Cinemas, Saket on Friday, 26th February.