Idea Cellular's new spots caution consumers against 'free data' offers out there.
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.
Iyer says, "We have always been different with Idea's advertising and have based it on real consumer insights. Here the insight was, anything free is always exciting but comes with a nagging doubt of where it is the best? And that doubt exists for all of us." "The commercial is a light and witty take on what's going on in the category right now and hence we are saying 'No FreeG, Use Idea 4G'. It kind of reinforces the belief that one should look for great quality and not for some offers and freebies," he says.
We asked our expert if this is a good time to be a consumer with telecom companies offering freebies to grab their attention and loyalty.
He adds, "Yes, the intense competition is great for consumers who would welcome the freebies. However, there is little evidence that the consumers are getting decent and reliable speeds. Sooner or later, the companies will be judged on more than prices."