Etisalat Mocks Vodafone’s Ramadan TVC

As the telecom war continues in Egypt, Etisalat Misr released their Ramadan TVC, mocking Vodafone Egypt’s Ramadan family ad.

Etisalat hired the famous genie featured in Vodafone’s prepaid campaign early this year. Etisalat Ad is sending multiple messages: Vodafone’s high-budget ad; better things than a lovely song, a better offer for you, and more.

That wasn’t expected from Etisalat after three years of average-quality ads in Ramadan. People expected something different this year. The ad concept isn’t new, as Etisalat introduced a similar one a few years ago, in addition to mobinil this year.

Etisalat Quick Reaction & Smart Tactic 

It is obvious that Etisalat thought & acted fast; in 3 days, Etisalat was able to think, prepare, and execute their counterattack TVC.

Etisalat didn’t upload the TVC on youtube or any other video platform; they let people upload and create the buzz.

Why Etisalat’s Idea Isn’t Perfect? 

  • Criticizing competitors over high-budget TVCs is not a good idea as brands tend to overspend in Ramadan; Etisalat does that too.
  • People want to see positive ideas as opposed to negative ones.
  • The genie was overused by mobinil & Vodafone.
  • Etisalat’s value offer is much less than that of Vodafone.

Etisalat Mocks Vodafone TVC 


Let us know what you think of this case. Will Etisalat release something else this Ramadan?

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