BPL Mobile - Get in the loop : Whats that?

Regarding the BPL Mobile's Ad in todays newspaper I kept thinking about what would it be "Get in the loop", is it a term they are using for CUG (closed user group) or some new SMS service or what. I usually try what ever new service they come up with (I am on BPL). So the first thing I did was went to their web site. Yeah it was there, Get in the loop nice flash which could change to whatever color we select. Thats it, no more information. So I turned to my best friend Google.
Its just,

"BPL Mobile, Mumbai's cellular service provider, has tried to rejuvenate its image through a brand refresh campaign titled 'get in the loop'."

This link tells it all.