Express Yourself - a powerful and relevant communication idea was developed that was truly clutter-breaking. As it meant different things to different stakeholders, the challenge was to make each of them imbibe and internalise this philosophy.

Brand awareness, as a result of ATL & BTL initiatives, grew from 60% to 91% in just 6 months. The feather in the cap was that in 2004 Airtel won the World Communications Best Brand Award (the Oscars of the telecommunications industry).