Indian telecom industry has seen so many changes in last few years, especially after the entry of Reliance Jio. Jio has made companies like Airtel, Idea, Vodafone to feel the heat of competition and all these companies are experiencing losses due to Jio.
Airtel and Jio are trying every possible tactic to capture Indian market. The latest story that has added to this brand war in Indian telecom industry is Airtel approaching the Advertising Standards Council of India (ASCI) and claiming that Jio used false information in its advertisement.
According to Airtel, Reliance Jio in its latest advertisement starring Deepika Padukone falsely claimed that it is the “best network and the world’s largest mobile data network”. Airtel believes that it is a marketing tactic that Jio has been using and there is no supporting evidence or disclaimers. In short, Airtel said that the advertisement violated ASCI guidelines.
ASCI after researching concluded that Reliance Jio carries the largest quantity of data consumed by subscribers globally, but data consumption is not the only parameter for claiming as the largest telecom network. Factors such as the number of subscribers are also included in this and Jio’s ad is misleading not completely but partially.
“The panel is also not in agreement with a blanket claim of the advertiser’s (Reliance Jio’s) offers being the best postpaid offers since it is not clear what aspects of the advertiser’s product are being compared with that of the competitor’s product,”
ASCI said in the letter.
“The allegations made by the incumbent dominant operator are thoroughly frivolous and have been made only to distract others. This specific matter is currently under discussion with the ASCI. We believe that the recommendations at this stage do not reflect the submissions made, and the favourable views expressed by the ASCI during the course of discussions. We have followed up with further submissions and clarifications so that the right decision is made.”
a Reliance Jio spokesperson said.
This is not the first time when these 2 companies have been involved in advertisement controversy. Earlier, Jio accused Airtel of airing misleading ads on network data speed after which Airtel’s ads were taken down by ASCI.