Product: Airtel -- Slogan: Live every moment
Ad agency: Rediffusion-DY&R

Cellular service provider Airtel roped in the 'Mozart of the East' Allah Rakha Rahman for its TV ad campaign (click here to check out the ad) in August 2002.

It was for the first time ever that Rahman associated himself with any brand anywhere in the world. In the Airtel ad Rahman composed an original score and five ring tones exclusively for Airtel customers.

Airtel, it is rumoured, had signed Rahman for Rs 1 crore.

Watch out for Sports Celebrity Endorsements next week.