"Join us because who we are. Our campaign is not a negative campaign but we are emphasising that anybody who wants to join our network is welcome," Vodafone Essar's strategy director Samaresh Parida told IANS.

Idea Cellular was the first company to launch commercials prior to the rollout of mobile number portability - a service which allows a subscriber to change his operator while retaining the old number.

However, Vodafone is of the view that MNP will have a very limited impact.

"MNP will not change the landscape much. There will be some excitement in the beginning but after a couple of months, the excitement it will go down," added Parida.

The company plans to retain its current subscriber base as well as add more customers to its network by providing enhanced customer care services.

"Quality scores and better service centres would be an advantage to us. We will be strengthening our service centres to reach out the the problems faced by the customers.

These centres will ensure that a customer gets what he wants," said Parida.