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The case provides a detailed account of how Bharti Cellular Ltd, one of the leading players in the Indian cellular telephony market built up its pre-paid cellular service brand, Magic. Besides examining the circumstances that necessitated revamping of the marketing strategy for the brand in early 2002, the reactions of Bharti''s competitors to these initiatives have been described. The case also discusses its future prospects in the pre-paid cellular market in India, in the light of the intensifying competitive pressures. The case is structured to enable students to: (1) understand the dynamics of pre-paid cellular card market as part of the Indian cellular telecommunication market; (2) discuss the marketing strategies adopted by Bharti, which made Magic the most successful brand in the Indian pre-paid cellular card market; (3) evaluate the strategy reformulation undertaken by Bharti and its competitors (for their respective pre-paid brands), with reference to positioning, new product/service addition, pricing, advertising and promotion aspects; and (4) discuss the future prospects of Magic in the light of the increasing competition. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing management curriculum.