But Vodacom has already hit back, filing a complaint against its smaller rival at the Advertising Standards Authority (ASA), accusing Cell C of "disparaging" its brand and products.
A television ad in the new Cell C campaign, featuring its "chief experience officer", comedian Trevor Noah, derides Vodacom's brand changes as superficial and claiming to have the country's best network.
Continue reading the full story on www.TechCentral.co.za.
To see the ad, which has since been pulled off air according to the ASA ruling, go to YouTube.
Updated at 12.46pm on 5 May 2011.
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