"This is not potshot advertising": Lowe's Arun Iyer on Idea ads that appear to mock Jio and Airtel

Afaqs | January 31, 2017

"This is not potshot advertising": Lowe's Arun Iyer on Idea ads that appear to mock Jio and Airtel
It is an open secret that telecom brands are responding to Reliance Jio's free data offer. An offer that Jio has been providing its consumers since late 2016. Only recently, Airtel came up with its outdoor ad featuring Sasha Chettri wooing people to move to the network and enjoy it's 4G services for one year.Recently, Idea Cellular launched its new TVCs taking a potshot at Jio and Airtel's strategy by showing that free isn't always good. But what really matters is the quality of streaming online. The ads have been conceptualised by Lowe Lintas.There comes a point in every brand's lifecycle where it ends up relying on potshot advertising. In the 1990's, it was cola companies and then a few years back it was mobile marketing companies; in the recent past, it has been FMCG brand Patanjali that has been taking a dig at 'videshi' companies (for example, Colgate). Now it seems like Idea Cellular is taking its turn to do the same.

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