The Rs 25,000-crore Reliance Infocomm project is expected to spend close to Rs 160 crore on advertising its telecommunications brand. The company is believed to have budgeted nearly Rs 60 crore for the outdoor media. Apart from hoardings, the Reliance Infocomm outdoor media strategy includes a plan to set up branded telephone kiosks across cities.
In the first phase of the launch ending January 31, however, the company is likely to spend Rs 25-30 crore on advertising, with Rs 15-18 crore on the print and outdoor campaigns, and Rs 10-12 crore on the promotion through television.
Industry sources said the print and the television campaigns were likely to be launched five to six days before the launch of the service on December 28.
TV industry executives say after the initial phase, the company is likely to spend big money on the cricket World Cup beginning in February and is negotiating a deal with Sony Entertainment Television.