Cape Town - Cell C, long known for its witty ads, has taking pot shots rising living costs, e-tolls and even load shedding in a new video advert.
In its new advert, South Africa's third largest network operator highlights the number of challenges that South Africans face - from escalating food costs to increases in the cost of fuel.
"If you're tired of being taken advantage of, maybe it's time to try the one cellular network that gives you more - for less," says the ad voice-over.
Cell C is under pressure as its major shareholder Oger Telecom looks to offload its 75% share in the company.
READ MORE: Cell C 'exploring sale' to local competitors
Despite the serious competition between rivals, Cell C CEO Jose Dos Santos recently concluded an extension of a roaming agreement with Vodacom.
That deal should see more Cell C customers having access to faster internet services.
Watch the advert here:
Despite call and data discounts, Cell C has not seen the massive spike in user numbers migrating from rival networks.
In SA, Vodacom has around 31 million subscribers while MTN has around 20 million.
Cell C also recently offered to "buy" customers out of their contracts with Vodacom and MTN, and has launched a number of MVNO partnerships, including deals with FNB and me&you mobile, in a bid to boost subscriber numbers.
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