It's been there for a long time. I happened to use this service last night and I must say it's a very convenient way to get extra speed instantaneously when you need it. And now with new price structure it's extremely cost effective. All you need to do is just go to http://www.airtel.in/broadband-vas/speed_on_demand.html Select your City and select the plan you need as shown in the table above and click on upgrade. Enjoy the goodness of upto 2Mbps speeds. When you're need for extra speed is over just click on "Deactivate". That's it.