The Garuda MTNL Mobile services radio commercial apart from making big promises associated with the category like free talk time etc etc makes a ridiculous claim of consistent quality between Mumbai and New Mumbai.
This is where the brand's equity slips. How can a telecommunication brand which is suppose to shrink the globe is even claiming of some local victories like no call drops between Mumbai and New Mumbai. In one go the brand gets positioned as some one not in the big league. A poor cousin of the Hutchs and Airtels of the world.
This act on the part of the brand to me is like the airforce launching an aerial attack with pistols.
Clearly somebody who lacks sensitivity towards the power of perception has bulldozed his designs through this commercial.
Your views on this will help bolster my opinion.
