BANGALORE: The stakes could not go higher for Apple and Samsung this Diwali as they release their newest devices—iPhone 6 and 6 Plus against the Galaxy Alpha and Note 4.

The duo is ready to spend 200 crores for advertisement, which could sum up to almost everything they have in their advertising budget. This amount is pumped only to advertise these four products. These prices are higher than what the car companies spend for the same.

Samsung has set aside around Rs 100-120 crores on a bumper launch of the two devices, while Apple also has around 70-80 crores along with its two telecom partners, Reliance and Airtel. According to experts this is the highest ever advertisement spending on new launches in India’s consumer goods industry.

Samsung promptly booked front-page slots in all leading newspapers and primetime spots on television channels well in advance. This left  no option to Apple which is forced to focus more on digital media and in-store branding and product demonstrations that will be extended even to some small, neighborhood stores.

Apple's media agency is now negotiating for prime space in leading newspapers. Samsung in tandem increased their booking of advertisement spots for Diwali season and they have indeed picked up huge advertisement supply.

Meanwhile, Samsung is tussling to not end up as Nokia in the declining market for the high end phones. Therefore, Samsung needs to work harder to gain an edge over Apple as it is known for creating a media splash and generating public interest in its products.

Samsung Electronics also warned that its third quarter earnings would plunge 60 percent from the year before because of competition from Chinese rivals like Xiaomi.

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