Dancehall.Mobi special update – three big players have been battling for market share in Jamaica’s mobile telecoms market – Claro, Digicel & Cable & Wireless (LIME). Not surprisingly, product endorsements from celebrities (artistes, athletes etc.) have played a key role in the marketing and advertising strategies of the companies, with two in particular – Digicel and  LIME – being most aggressive in this regard.

LIME has ‘The Doctor’, Beenie Man, on board, and he has been featured in some of their ads, but Digicel has seemingly taken things to the next level, with full-page press ads, billboards and television ads featuring a number of local dancehall artistes (including Leftside, Elephant Man, Ding Dong and others) endorsing their products. A few months ago, they announced Lady Saw and D’Angel as their new brand ambassadors, naming them ‘Divas of Dancehall’, and now dancehall singjay Konshens is featured in this latest promotion (image below) – a full page ad in the print media.

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