Airtel unveils mushy campaign

Airtel has rolled out a new campaign titled 'Taaki pyaar mein dooriyan na aaye" to announce two changes in their tariff structures: STD calls from anywhere to anywhere (home circle and roaming) will be charged a flat Rs.1.50 and incoming calls while on roaming will also be free. "Both are significant changes and merited a high visibility campaign to drive home the message," said Amitesh Rao, national business head, Rediffusion DYR.