Airtel Ad

Those who have been watching the World Cup Soccer may have noticed a novel Ad strategy of Airtel which is a Win-Win situation for only Airtel.
They ask the viewers to send their choice of "Man of the Match" to some number by SMS to Airtel.
If that choice matches the choice of the panel set up by them, then the person gets air Airtel Dish TV connection Free.
Now Airtel gets SMS messages which go to Airtel's account. Airtel must be raking in lakhs of mulla during each match as there must be lakhs of idiots who will fall into the trap.
Now, the best part.
The winner gets a Free Airtel Dish TV connection. This means, Airtel has caught them by their b...s for the rest of their lives. The connection is free but they have to pay the monthly bill.
Neat.
Isn't it?