"As Airtel expands its footprints to the remaining six mobile circles in the country, we will be the only GSM player in the country with such an expanse. As a first step towards synergising business, we have consolidated the media buying and planning functions and entrusted Madison with the responsibility," Bharti Tele-Ventures, Mobility, Group CMO and Director, Atul Bindal was quoted in a UNI report as saying.