very mobile operator in the country has a different story to tell. Some talk about the strength of their network, some about clarity, while others harp on their value-added services. BPL Mobile, which was among the first lot of players to get an operator�s licence way back in 1995, has been cruising along without much display of braggadocio. It seems the company is finally ready to shake off its sottishness.

"We are about to pace up our marketing efforts. Other mobile operators have been trying to overhaul their poorly designed networks; but they still boast about their quality. We, on the other hand, have always believed in organic growth and our latest communication strategy is its symbolic representation," says Sanjay Prabhu, vice-president, brand management, BPL Mobile. The company claims it is associated with 545 networks nationally and internationally, which assures worldwide coverage. ... more