The case focuses on the challenge faced by Reliance Infocomm, a part of the Reliance Group on how best to promote its Reliance India Mobile brand of telecom service to the Indian consumer. With competition from other telecom companies that utilize either GSM or CDMA technology, Reliance Infocomm must decide on the approach to attract consumers who have a varied number of choices on hand. The case provides details of the Indian telecom industry, background of Reliance Infocomm, current communication strategy, and past campaigns done by RIM and its competitors. Finally, the decision problem is framed in the context of developing an appropriate communication campaign for the coming year.