These telecom companies sure seem to have mastered the art of making ads that tug at your heartstrings – more so if you happen to be an Indian. The recent ads of Vodafone 3G (Uncle’s ice-cream) and Bharati Airtel (of the employee who is getting retired) are a case in point. I hate them for playing with my emotions. And I hate myself for allowing them to do so. But the truth is that I make sure I watch the ads in their entirety every time I see them aired.