Blatant unethical marketing has become the norm of this society! Companies believe that using buzz words and catch phrases are often enough to pull in subscribers or customers – irrespective of the merit and honesty of the advertisement.

The most recent such ad that stirred up this new category of posts on my blog is from Airtel which describes its latest offering of “free” unlimited national roaming at Rs.5/day. My only question is – How can something you pay for, ever be ‘free’? An oxymoron at best that tries to make morons of its customers.

The ad is displayed on its Facebook page and also on the website.

While such practice of wording advertisements is nothing new in the Indian telecom industry, there’s more to note. On it’s website, Airtel claims:

Here’s another first from airtel. Now enjoy FREE incoming calls on national roaming!

Another first from Airtel? – Hardly. BSNL launched a similar campaign back in 2011. And I’m confident that also wasn’t the first time.

FREE – Notice how this word is capitalized? The first thing they teach you in business communication is to avoid capitalization of words – it signifies the act of shouting! After all, an advertisement is the most primary form of business communication, right?

How could this be better worded? How about – Enjoy unlimited incoming calls on national roaming for Rs.5/day. – now, was that so difficult?

Will TRAI ever take notice to stop this menace?

P.S.: Thanks to @TheMangoFellow whose tweet brought this to my notice.