Alright, it’s the first time ever that the ‘Mozart of the East’ has acted in and composed the original score for an advertising campaign. But A.R. Rahman has taken his brand association with AirTel even further. He has also composed five exclusive symphonies for the cellphone service providers. AirTel customers can download them as ring tones. The objective behind the drive is to project the brand’s young, global feel and reinforce the "leader-innovator" and "Indian-International" dimensions of AirTel. It also celebrates a person’s inherent need to communicate spontaneously and live the moment fully. The composer who has sold more albums than Madonna and Britney Spears together couldn’t agree more. "Just like Airtel, the concept of bridging emotions, distances and cultures is a concept I often try to reflect through my music," says Rahman. Well said, Mr Brand Ambassador.