The new Airtel ad seems starkly in comparison with the 1999 britannia khao world cup jao campaign. Yes, to me it seems like a scam ad that only tries to create hysteria (with the lead in that was run in many magazine pages of newspapers). Though still the hysteria is sometimes enough to captivate viewer's attention, sec A & A+ here who would normally pass over an ad for a Satellite TV , but would really be interested in Pg 3 gossip. They have been able to catch potential TA and hold them together to tell them abt the product. Still its a waste of money and can be considered a brand building ad as it is not based on product entirely or its features.