Hyderabad, July, 2004:Ever thought of wishing your loved ones with unique & creative picture messages conveying your greetings on events like Birthdays, Anniversaries etc. and expressions like Love, Fun, Congratulations etc. with absolute simplicity without having to remember difficult codes etc… IDEA brings a unique concept of MAGIC MESSAGING that allows a user to simply type the mobile number of any individual and the emotion / feeling/ occasion that is to be addressed and shoot out a creative picture message. After all a picture speaks a thousand words.

IDEA subscribers can use MAGIC MESSAGING by sending <mobile no> space <massage> to 8181 and a picture message conveying the occasion or a feeling or an emotion will automatically be forwarded to another user. The users will be charged at Rs. 5 per outgoing messages, while incoming messages will be free.

Mr. Vikram Mehmi, CEO, IDEA Cellular said, "Through our VAS factory, we have always endeavoured to make mobile applications simple and easy for customers. Magic messaging is another very exciting product, which is extremely easy to use demonstrates the customer centric approach of IDEA Cellular. We expect this service to bring radical changes in the usage pattern of picture messaging, which is very popular among youth."

IDEA is a leading cellular operator in the country, with a subscriber base of over 4 million across the country. With the acquisition of Escotel, IDEA Cellular has enhanced its footprint to cover around 60% of India's population and over 65% of the potential telecom-market. With the completion of this acquisition, the Escotel circles of UP (West), Haryana and Kerala have become the operating units of Idea Cellular with immediate effect. The recently acquired Escotel circles except Kerala are contiguous to the 5 circles of IDEA. Idea now has presence in 11 circles across the country.

IDEA was the first and only company to bring the concept of Cellular Jockey and offer Music Messaging to all its subscribers. IDEA also launched Globel SMS for the first time in the country, which allows the users to send and receive SMS from over 540 networks and 170 countries across the technology platforms like GSM, CDMA, TDMA and Satellite Phones.

Is has been the frontrunner in introducing revolutionary tariff plans catering to the customer needs and is committed to providing a superior experience to its customers. Recently, IDEA introduced, Mobile Top-Up (a flexible anytime anywhere recharge service for prepaid customers), "Say IDEA" feature that allows the users to access value added services by speaking to their mobiles and LIVE ASTROLOGY guidance to its customers by dialing 181.

IDEA Cellular Ltd. has its headquarters in Pune. Its recent financial closure with a project cost of Rs. 5,000 crore was the largest ever in the Indian telecom history. IDEA has the distinction of being the first company to demonstrate next generation EDGE technology (a 3G technology) for its Delhi circle recently.