British Telecom in the UK has been inspired by Devdas for their latest online advertising campaign, aimed at the British Asian audience.The banners for the campaign show pictures of Shah Rukh Khan and Aishwarya Rai, with the slogan `never forget the value of keeping in touch`.

The campaign jumps on the bandwagon of Devdas`s success in the British box office charts. The film is about how the characters played by Shah Rukh Khan and Aishwarya Rai are torn apart when one of then has to study in London and fails to properly keep in touch.