Yes this is true. A unknown company named Micromax promoting there phone X1i with that slogan. The advertise is viewed currently on all Indian Channel specially on ENG VS IND cricket match. The following are the feature of that mobile:-

Band: Dual-Band (900/1800 MHz)
Weight: 78g
Dimensions: 106×44.5×16mm
Display: 1.47-inches 65K Color QVGA supporting 128×128 pixels
Music: Multi Format
Music Player (MP3 / AAC /AAC+) Background Music Playback
Phonebook Memory: 100, 12 fields/contact
Messaging: SMS / Group Message
SMS Memory: 100
Expandable Memory: microSD (up to 2GB)
Battery Type: Li-ion 1800mAh
Talk Time: Up to 17 hours
Standby Time: Up to 30 days
Playing MP3 in flight mode: Up to 16 hours

Other features:

5-way navigation key
Flight Mode
Speakerphone
Voice Recorder
Games
Conference Call
Speed Dial

The cost of that handset is Rs. 1999 nearly $40. They claim they are the Boss. Let see who are they?