Not An Idea, Sir Ji

Idea Cellular's recent television ads show Abhishek Bachchan as a creative problem solver. He asks people to replace their names with their phone numbers to end caste violence. Then, he spreads the reach of English language education by broadcasting lectures over cellphones in rural India. The ads end with a self-congratulatory "What an idea, sir ji". OK. Nice concept, well-produced TVC, but one