The mobile services space seems to be the one area where brands are making a genuine attempt to distinguish their image and promise and have succeeded to an extent. Hutch (Vodafone), Airtel, and Idea have all managed to compete aggressively not only in the market place, but also in the quality of their brand advertising.

Reliance's latest "Bol India Bol" campaign, follows a series of good and interesting advertising from its competitors. And to be different, engaging and relevant in this keenly watched space is commendable.

Yes we love giving unsolicited advice, have an opinion on everything, ask lots of questions, and talk lots! The campaign demonstrates this simple truth with well chosen moments, characters, and words, encouraging India to "bol".

Immensely watchable ads that make you hope there will be more in the series.