According to a source, Airtel is one the hunt for a media partner and is currently inviting entries from the best of the industry.

The ones who participated are Madison media, TME (the media agency of Rediffusion Y&R), Starcom MediaVest, Percept, Mediaedge:cia, and Lintas Media Group, others also pitched for OOH digital like Vector, Portland and Aaren Initiative. 

Airtel, is one of the leading telecom brand in the industry and has been in the limelight recently for its commercials.

Madison Media has been associated with Airtel since ten years now and has been handling media duties for the brand.
Also it is heard that there would be a non-disclosure deal between two parties.