There's a new Pied Piper in town. Long curly locks, face covered behind a beard, a flute on his lips, he is here to eradicate "telecom irritants" that niggle the phone user.

u00a0

Meet Hrithik Roshan, the brand ambassador of telecom operator, who in a television ad is seen playing the flute and enticing a pack of digitally created mice -- the irritants -- leap off a cliff, much like the fictional flautist.

"The television commercial is inspired by the famous tale of the Pied Piper of Hamelin," said Sanjay Behl, head of branding and communications at this telecom.