Rukmini and Rohan were relieved and grateful. They promised to keep their work and personal life separate, and to always be professional at work.

Their love story became the stuff of legend in the Airtel call center. Colleagues would often joke that Rohan and Priya's relationship was the best-kept secret, and their love had conquered all, even the most difficult customer queries.

The world of is a mirror reflecting our deepest need: to be heard. In a hyper-connected world, we are paradoxically lonelier than ever. When you call 121 or 198 (Airtel’s customer care numbers), you are not just seeking a network fix. You are seeking a human fix.

Please add a “Romance” option to your IVR. Press 9. I’ll hold. Forever.

Based on the findings, we recommend:

Airtel has a long history of using romance to humanize its technology.