Airtel: Airtel and Jio to connect to 5G services with ₹ 400cr Festive Ad

Bharti Airtel and Dependance Jio are poised to outshine their laggards Idea Vodafone (VI) and together they spend the bulk of around ₹ 350-400 crore on Christmas advertising, largely built around their respective planned 5G service launches on. next month.

Media planners said all three telecom operators – Airtel, Jio and Vi – will have tactical campaigns in the party district, with Airtel expected to hit the highest media spend in the category.

“This holiday season, brands have the opportunity to invest in media spending in three major (entertainment) properties: the FIFA World Cup, the ICC-T20 World Cup and the Kaun Banega Crorepati game show”, Rammohan Sundaram , Country Director and Managing Partner (Integrated Media), DDB Mudra Group, told ET.

He added that there would also be field campaigns launched at retail outlets and other consumer touchpoints. Previously, planners had estimated that the 5G rollout would result in an average expense of around ₹ 700 crore by the three telecom operators in fiscal 23. They revealed no plans to roll out 5G services this year.

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Cash-strapped Vi, for its part, recently said it could launch 5G services only after taking out new bank loans and finalizing 5G network equipment purchase agreements with several vendors.

Some media planners, however, expect Vi to spend a modest amount on advertising during the holiday season to bolster its current 4G campaign.

Questions to Airtel, Jio and Vi remained unanswered until this report was published.

“I don’t see the point of having a big bang campaign focused on 5G right now… TSPs like Airtel are likely to do a big campaign for the holiday season, signaling the arrival of 5G, but for 5G campaigns, everything three will wait to iron out the flaws that come with implementing any new technology, “said another planner. For now, the focus could be on media platforms such as digital and outdoor advertising (read: billboards, canopies, shop windows). But they are more targeted and localized means that will allow telecom operators to communicate with target audiences in geographic areas where they are launching 5G for the first time.

All three telecom operators have conducted tactical campaigns in the past. Jio, who started with a 4G network, had his long “Jio Dhan Dhana Dhan” campaign for which he optimizes the average spending during the Indian Premier League. For Vi, this will be the first campaign since the merged entity announced its new branding and positioning as Vi in 2020. The Vodafone India and Idea Cellular brands have launched 3G and 4G campaigns, respectively.

Airtel in the past has had Above the Line (ATL) campaigns such as the one with Sasha Chetri (who later became known as “Airtel Girl”) and Activation Below the Line (BTL) as a live speed test at various touchpoints of consumers.

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