MTN is sidestepping terms like “best” and “fastest” in its latest advertising campaign, now claiming to be “SA’s Bozza mobile network”.
Over the last year, MTN has lost numerous battles against Vodacom over claims of having South Africa’s best mobile network.
The Advertising Standards Authority of South Africa (ASA) recently ruled that Vodacom can claim to have the country’s best mobile network.
In June, MTN also agreed to remove its claim of having SA’s fastest mobile network, following an ASA complaint by Vodacom.
MTN is now sidestepping the complexities of the claims, and has opted for the term “Bozza” in its latest campaign.
Its latest advertising states “Switch to SA’s Bozza mobile network – The network that loves streaming music and HD videos”.
MTN’s newspaper advertisement reads:
Best. Aweh. Makoya. Nkalakatha. Skhokho. That thing. Unbelievable. Super. Top shayela. Amazing. Uitstekend. Unrivalled. Crème de le crème.Bozza mobile network
The term Bozza can be used to describe a “boss” or senior person, and the term has been used as a name for an application that offers artists a mobile platform to distribute content.