In an attempt to market their brand, the companies have been using the concept of telemarketing since long so as to give information as well as to lure its prospective customers, but, anything in excess is bad. In a hearing where the High Court charged the private bank, ICICI for making unsolicited calls despite barring them to do so earlier said that the bank should now "face the music''.

The Court's Jurisdiction was given under a division bench of Justice Vikramjeet Sen and Justice S L Bhayana who denied of giving a stay to the proceedings under the petition filed by the bank that they were obeying the courts directive. The counsel of the bank claimed that the advocate, Nivedita Sharma who filed the complaint against them had no evidences to prove them guilty.

The HC division bench was hearing the application in which the bank resorted for the courts intervention in order to put a stay on the petition filed by the complainant before the State Commision. Nivedita Sharma who complained about the unsolicited calls being made to her by the bank continuously despite of the fact that she tried hard to avoid it by going to the State Commission and also to the TRAI (telecom regulator) and registering herself to the `Do Not Call Registry', a facility where customers can avoid receiving calls but all the attempts failed as the calls were still being received.

The Commission in December 2006 charged Rs 50 lakhs to the telecom service providers, Airtel and Cellular operators of India for their inability to control the disturbing calls to its customers being made by the banks, telemarketers and other companies. Imposition of Rs 25 lakhs as a penalty was also made on American Express and ICICI Bank for repeatedly calling the mobile users by the Commission, however the price of the penalty was lowered down under the courts directive but a warning was given to follow the orders of the commission and guidelines of TRAI.

The Delhi HC on Wednesday refused to remove any kind of remarks given by the Commission in its verdict as demanded by the petitioners. In its verdict the State commission has labeled for those responsible for making unsolicited calls as "unholy trinity''. Nivedita Sharma asserted that she will see to it that the proceedings against the bank before the commission reach its logical end.