oday, the single most intrusive is probably the mobile phone. Whether it is a beeping SMS tone in a movie hall, a colleague's silly ringtone kept at the loudest pitch, or a stranger taking unauthorised pictures, the mobile phone is fast acquiring a reputation for being a gadget that irritates. And with a steadily rising subscriber base - 80.8 million users at last count, according to TRAI - that impression is growing.

Service provider Hutchison Essar (Hutch) is trying hard to dispel that image, taking upon itself the task of educating people on mobile etiquette through its latest TVCs - MMS and Ringtones - which went on air in early February. "As a responsible company, we thought it's the right time to advise people on how to use their mobile phone responsibly," says Naveen Chopra, chief marketing officer, Hutchison Essar.... more