Top Story


Home >> Digital >> Article

The mobile war begins as manufacturers resort to competitive advtg

Font Size   16
The mobile war begins as manufacturers resort to competitive advtg

A decade ago, when Indian citizens ranging from top-notch executives to the middle-class clutched to their Nokia handsets, it was hard to imagine a scenario where the ace handset maker would fade. The Indian handset economy has witnessed a sea change in the last few years, the most recent being the Nokia – Microsoft acquisition. Additionally, the last few days have been very crucial for the handset economy globally as Google announced the launch of its new version ‘Android KitKat’ and Apple launched its new pocket suitable series ‘iPhone 5S and 5C’.

As consumers are gearing up to welcome the new products, handset makers resort to competitive advertising to influence consumers in their decision-making process.

It started with Google taking a dig at Apple with its new TVC that promotes Android KitKat. The TVC was a subtle mimicry of Apple’s commercial featuring Jonathan Ive. The advertisement described the chocolate bar as ‘truly panoramic tasting and an experience that will leave you up in the cloud’.

Following the launch of Android KitKat was iPhone 5C and 5S. The internet was flooded with reviews and analysis of how the handset is set to change the Indian market. On the day of the launch, Nokia created a Twitter communication to ride on the Apple fever.

With the new launches, Apple broke its policy of only black, white and silver handsets. Mocking the new Apple series, Nokia tweeted a picture of its own range of cell phones in funky colours with a caption on the lines of ‘Imitation is the best form of appreciation’.

The boons of competitive advertising have made their presence felt time and again. Not only do they provide immense entertainment, they most certainly help drive home the point.

We await to see how Apple will respond to Google and Nokia’s move…


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video