Next big ad war on 4G data is about to trigger

The launch of high-speed 4G data services is set to become the next high-stakes battleground for telecom companies, and media buyers are expecting operators such as Bharti Airtel, Vodafone and Reliance Jio Infocomm to spend millions of dollars on advertising over the next few months to grab market share.

According to a person who in his previous job helped Bharti Airtel formulate its media plan, it will all depend on what Jio’s plans are. While an advertising war is inevitable, people will see the maximum action when Reliance plays its cards. All advertising will peak at that time.

It is easy to understand why media buyers are salivating at the prospect of a reprise of the ad wars between telecom companies. Bharti Airtel, the only telecom operator to offer 4G services in India so far, is already promoting its services with an aggressive marketing campaign and media buyers expect Rs.400-Rs.500 crore to be spent by the operators over the next three-six months...Read more

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