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The flagship Airtel store in Bengaluru’s Indiranagar is always packed. 

A long row of customer-service agents filter through billing queries and Wi-Fi complaints. When asked what add-ons come with their network plans, one agent slides over a pamphlet. The last row shows the latest addition—a free 12-month subscription to content-creation platform Adobe Express. Four months ago, Perplexity AI occupied that spot. 

In a smaller Jio store nearby, pamphlets are replaced with stickers on phone boxes promoting the........

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