Abhishek will now endorse Idea Cellular

It was a war that was waiting to happen.

With the entry of many a cell operator, the only way out was to get someone to model who is a smooth operator. And who else can fit the bill than Aby's baby, Abhishek Bachchan!

After having endorsed Motorola, American Express, Omega, Ford, BIG 92.7 FM and LG, its Aditya Birla Group's mobile service operator Idea Cellular's turn to sign on the most saleable endorsement star.

Idea Cellular has appointed Abhishek Bachchan as its new brand ambassador.

"Yes, I'll be endorsing Idea Cellular ," confirms Abhishek Bachchan from Namibia, where he is shooting for Drona.

Idea and Abhishek's association is said to be one of the most expensive deals of the recent times. The telecom company has signed a 3 year deal with the star.