PRESS RELEASE

28 November 2006

Idea showcases the Idea International Film Festival of India 2006

Idea Cellular, India's leading cellular operator and an Aditya Birla Group company, will for the second year since 2005, celebrate an excellent cross section of independent cinema from around the world with the International Film Festival of India (IFFI) 2006. Held in Goa, starting 23 November, Idea IFFI will screen the best of Indian and international cinema to audiences in India.

For the Idea customer, Idea IFFI presents the best interactive platform to participate in the annual event. An array of contests have been planned through the 'Say Idea' portal to enable customers to meet bollywood stars, win prizes though film quizzes and be part of a world-class event.

Speaking on Idea IFFI 2006, Mr. Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular Ltd. said, "We are proud to be associated with an event that brings together a group of extremely talented film makers from the international arena to India. As leaders in innovation in the Indian telecom industry, Idea connects customers with culture and opportunities through our superlative VAS offerings."

Meeting your favorite star is just a call away. So go ahead and dial 456022.

About Idea Cellular
A leading GSM mobile services operator, Idea Cellular has licenses to operate in 11 circles. With a customer base of over one crore, Idea Cellular has operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chattisgarh, Gujarat, Maharashtra, Goa, Andhra Pradesh, and Kerala. Idea Cellular's footprint currently covers approximately 60 per cent of India's potential telecom market.

As a leader in value-added services, innovation is central to Idea's VAS factory. It is the first cellular company to launch music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say Idea' and a complete suite of mobile mail services. A frontrunner in introducing revolutionary tariff plans, Idea Cellular has the distinction of offering customer-friendly and competitive pre-paid offerings, for the first time in India, with 'Super Power', '2 Minutes Outgoing Free', 'Lifelong Offer', and other segmented offerings like 'Women's Card'. 'Lifetime Idea' is the first and only loyalty program, for pre-paid customers, introduced by a cellular operator.

Customer service and innovation drive Idea. A brand known for many firsts, Idea is the first to have launched GPRS and EDGE in the country. The latest feather in the Idea cap is the GSM Association Award for 'Bill Flash'. This international award makes Idea the first Indian cellular operator to win an award on this prestigious platform.

Idea Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. Global in vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders.