"The brief to our communication team as well as the two agencies, Rediffusion and JWT (for non-mobile services), is that it is a simple brand which connects emotionally with every stratum of society," says Kohli.

The first step was to segment the customers, so that the communication could be customised. All Airtel mobile service subscribers have thus been bucketed in four categories: 'Achievers' who want speed and new value-added features, 'Funsters' who are largely young men and women in towns and cities, 'Productivity Enhancers' like small businessmen and 'Social Callers' like housewives.

The first campaign that came out of the new thinking was 'Barriers Break' which showed two boys across a fence who come together to play football. The campaign was shot in Morocco.

The company deliberately gave it a foreign feel so that people in India do not identify with the problem which would dilute the message. It showed no telephone. Still, it was an instant hit.

"We got a request from an international airline which wanted to show the commercial on its flights," says Kohli.