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The Indian telecom sector witnessed the battle for 4G space among the leading telecom players including Vodafone and Bharti Airtel Limited (Airtel). Both giants launched aggressive marketing and advertising campaigns to establish a leadership position in the market. While Airtel launched its campaign way ahead of Vodafone, the strategies of both the companies only intensified the competition. To offer freshness in its ads, Airtel roped in an unknown face to spread its message to the customers in the most convincing yet energetic way. The company created a niche for itself in the 4G space through Sasha Chettri (Chettri), who became synonymous as the 4G girl. The campaign not only enabled the company to make its message clear across its audiences, but also acted as a breakthrough for Chettri's career. In addition, Airtel managed to enhance its brand value in the telecom industry through the 4G campaign. However, like other sectors, Airtel also came across a few hurdles such as a legal complaint against its claims of being the fastest network. Besides, experts felt that, with fierce competition brewing in the 4G area, and with equally aggressive campaigns launched by its rivals like Vodafone, can Chettri continue to be the game changer for Airtel.