In what could trigger competition, telecom operator MTS on Monday launched a new monthly tariff plan for Rs. 199 under which its customers can make unlimited calls within its network and get 1,000 minutes of talk time free on local calls on other networks.
"The Always Talk plan comes at an affordable price and provides customers with the flexibility of staying connected with their friends and family," MTS India's chief marketing and sales officer Leonid Musatov said in a statement.
The statement further added: "Always Talk will provide MTS customers with an opportunity to make unlimited MTS to MTS calls. Additionally, customers will also get up to 1,000 minutes of free local calls on other networks."
Last week, telecom sector had seen reduction in mobile internet rates by three companies - Vodafone, Airtel and Idea Cellular in select service areas by up to 90%.
The launch of cheaper voice call rates through special tariff vouchers has come at a time when the sector has been seeing frequent increase in mobile call prices and reduction of discounts under schemes of various service providers since mid-2011.
The plan announced by the company will be valid across all nine circles- Delhi, Gujarat, Karnataka, Kerala, Kolkata, Rajasthan, Tamil Nadu, Uttar Pradesh (West) and West Bengal, where MTS operates.
With this launch, MTS will start an integrated communication campaign including a series of special television commercials featuring MTS brand ambassador and Bollywood actor Imran Khan.
"The consumer campaign will also include print and radio advertising backed by road shows across all circles," the statement said.