20 Sept 2022 , 03:04 PM
Together, Bharti Airtel and Reliance Jio plan to outspend relative laggard Vodafone Idea (Vi) in festive season advertising, which will be mostly centered around their respective projected 5G service launches next month.
Although all three telcos–Airtel, Jio, and Vi–will run tactical advertising throughout the holiday season, Airtel is expected to spend the most on media in the sector.
The FIFA World Cup, the ICC T20 World Cup, and the game show Kaun Banega Crorepati is three key entertainment products that marketers have the opportunity to invest in media spending during this festive season.
On-the-ground campaigns would also be implemented at points of sale and other customer touchpoints. Previously, planners predicted that the three telecoms would spend over Rs 700 crore on media as a result of the 5G rollouts in FY23. However, given that Vi hasn't disclosed any intentions to roll out 5G services this year, the number may be fewer.
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