Bharti Airtel has avoided getting drawn into the network technology debate.

"Mobile service is a transformational category. The central point of our communication is that technology is not a physical body but an invisible enabler of some magic that needs to happen in life," says Chandrasekar who joined Bharti Airtel from Marico some time in 2006.

Likewise, for its broadband, Bharti Airtel has come out with a campaign on impatience, a vital element of youth behaviour these days, called 'Impatience Is the New Life.'

For the first 15 days, it was run only on the Internet so that young men and women, the principal users of broadband, get the message first.