Spot light | Rings right

The latest Reliance Mobile commercial seems to be talking to the actual consumers
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First Published: Fri, Oct 05 2012. 10 14 PM IST
Great family moments are at a premium
Great family moments are at a premium
REVIEWER: K.V. SRIDHAR
K.V. Sridhar, national creative director at Leo Burnett, has more than three decades of experience in the advertising space, and has worked with brands such as McDonald’s, Heinz and Thums Up.
CAMPAIGN
Reliance Communications Ltd’s latest campaign on “All Share Postpaid Plan” by Grey Worldwide features actor Anushka Sharma. In the ad, Sharma’s brother demands to know why he’s not part of the economical Reliance Mobile family “All Share” pack. The family rags him, going as far as to indicate that they just took him in—and relenting only when he’s visibly upset. The voice-over says up to 10 people can use the plan to talk, send SMSes and download data, generating just one bill. Tag line: Simply Better.
Your first thoughts on the ad.
I liked it. Anything to do with great family moments is at a premium in life. I resonate with a family having a great moment together. I admire the way they approached the family connect. I liked it for two reasons: the script and Anushka’s performance.
What would you have done differently?
Not much, actually. If at all I dared to tinker with the script, I would have included a touching gesture from the family for cracking a joke on the youngest. I do not like elders or powerful people cracking jokes on helpless younger or weaker ones because it’s unfair to do so. Having said that, one can excuse this, even the parents actively participated, and the viewer gets the spirit of it.
Your thoughts on Reliance Mobile’s previous ads.
Rannvijay and Anushka’s campaign is developing well for the brand. They have found a voice which is distinctive and different from any other telecom player’s. Airtel is talking to the teens,
Vodafone is living on past glory and Docomo is the Airtel of yesteryear. Reliance seems to be talking to the actual consumers.
Is the ad too high on the drama quotient?
Yes, it is, and Anushka holds your attention while the relief is the joke, balanced well. If it makes you smile at the end, the drama is forgiven and forgotten.
Telecom, as a category, is cluttered. What can brands do to gain a competitive advantage in advertising?
Every brand must have a voice and a theatre of its own. It is important to pick your audiences and talk to them in a voice which resonates with them. Irrespective of which category you operate in, every brand must find a place in people’s life and can only find a place if you know the purpose of your brand’s existence.
Any international or Indian ad in this category that has high recall value?
Telecom Italia used Mahatma Gandhi’s pictures and voice-overs to suggest that if his generation had had access to telecommunication, their impact would have been much more.
As told to Vidhi Choudhary.
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First Published: Fri, Oct 05 2012. 10 14 PM IST
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