For rural consumers, a campaign was put together with actor Shreyas Talpade. In the commercial, which was shot in Rajasthan, he leaves home for Mumbai but stays in touch with his family on the Airtel network -- a fact of life for most rural households.

For housewives and kids, an ongoing campaign shows a child talking to his father on a toy handset.

Another campaign with actors Madhavan and Vidya Balan is targeted at young couples. The chemistry between the two was noticed by Bharti Airtel Senior Vice-president (marketing) and Head (brand and media) R Chandrasekar when he was watching Mani Ratnam's Guru!

"Why can't we have the same chemistry for our commercials, I asked myself," says Chandrsekar.