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For some time now Telecom Giant LIME, formerly bmobile has been loosing out to the stiff competition in Jamaica’s lucrative Telecom sector.

But we all know that one of the best was to reconnect with the masses is through entertainment figures, and LIME intends to do just that.

LIME’s country manager for Jamaica and Cayman, Gary Sinclair declared at last week events at a the Knutsford Court Hotel at the introduction of its new marketing strategy that the company would be doubling its marketing spend and would no longer be followers in marketplace.

“We are going to lead now, everybody else will have to react. For too long I think we had just lost touch with the Jamaican people. The way to re-engage with the Jamaican people is through the most pervasive aspects of our life and that is our culture, and we had just disengaged from that for a variety of reasons in the past, and the results have shown. What people like Chris (Dehring) our chairman and myself and our management team have said is that there is no way we can win back Jamaica without re-engaging in our culture and that is what we’ve done and this is just the first shot we’re firing.”

This new initiative by LIME includes entering into partnerships with a wide range of some of the biggest names in entertainment and sports including the Portmore Pacesetters Marching Band, Portmore Society Ping, Blaze nightclub, represented by several of the island’s top disc jockeys including DJ Shine and DJ Nas, top performers in the Heineken Green Synergy Competition; Caribbean Beach Club, Flava Unit Sound System, former world record holder and Olympic sprint relay gold medallist Asafa Powell, DJs Liquid and Elektra, Denyque, Ishawna, Chi Ching Ching, Timberlee, Alaine, Prodigal, Ce’Cile, Elephant Man, Beenie Man, Mavado, Bounty Killer and Khago.

LIME, he said, already dominates the marketplace in broadband and fixed line services, products like mobile television and home-grown leadership would put the company back in the race as they look to win back the mobile market.

“One of the ways to re-connect with the Jamaican people is that when they look at LIME they hear voices like mine, born and bred Jamaican. They hear voices like Chris Dehring, Chairman of LIME, born and bred Jamaican; nobody is going to come into our backyard and know Jamaica better than we do; not going to happen. Though it happened in the past, those days are over.”

Do you think LIME can win back the Jamaican Telecom market with the help of dancehall?

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