Airtel in India had come up with caller ringtone. Now it has innovated further and come up with a background score while you talk, the music plays. Now this is some out of the box thinking. Especially for the young couples who are romantically involved and for those who are married and still in love this is great news which will make their mundane talks more cheerful. The service is not even very costly and is affordable.Good going Airtel. But telco's watch that call quality and call drop rates before people switch over to VOIP or some other technology.