Ncell- Ek Karode ma Ek ma

This TVC contains a song with a line of ek karode ma ek ma. It represents the entire customers of Ncell happily using the services offered. Such is a relationship marketing which tries to make more bounded relations with its customers. Calling its customers a big family is surely the right thing do to maintain the relation. Though not expressed in it, the ad gives credit to its customers for making Ncell a huge telecom company.
But is it actually customers or Sim cards that have reached the count of 10 million? It is very unlikely that number of people are Ncell customers. For the telecom company, more customers becomes the matter of celebration rather than number of Sim cards sold even though this ads tells the fact of 10 million people are using Ncell. However, from the side of customers, the narration in this ad tries to provoke the feeling of belongingness with Ncell family (like from given second last line "..tei karod ma hunuhuncha ek tapai ani ek ma.."). Every Ncell users when watched this ad, at least once, might feel s/he too is behind the success of Ncell and that is what Ncell aims via this ad.