India: 4G data to trigger next big ad war

India: 4G data to trigger next big ad war

Airtel already has an aggressive marketing campaign estimated to have cost Rs30 crore for the first phase of four-six weeks, even as media buyers expect Rs400-500 crore to be spent by telecom operators over the next three-six months. Photo: Pradeep Gaur/Mint

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 Ltd, Vodafone India Ltd and Reliance Jio Infocomm Ltd (R-Jio) to spend millions of dollars on advertising over the next few months to grab market share.

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