Debrief: Reliance Comm: Girlfriend from hell

02 Aug,2012

By Anil Thakraney


Reliance Communications has been running a campaign to hawk their various mobile products/services. All the ads feature their brand ambassador, movie actress Ms Anushka Sharma. And she does what she does best in every single commercial for all the brands she endorses: to play the feisty, high attitude chick. No issues with that, it’s a persona the actress has created for herself, so it makes sense for brands to exploit it. But in the Reliance campaign, they have gone totally over the top.


What Ms Sharma does, in order to establish Reliance’s superiority over their competitors, is to insult her boyfriend (who uses rival brands). She does this in every single ad in the campaign, but the one for the 3G Tab has pushed things too far. She projects her boyfriend as a total loser; she humiliates him, and then to screw him even more, broadcasts her feelings to all her friends and family members. Any self-respecting chap would want to bury himself in the closet hole.


Let’s get one thing out of the way: I am all for feminism, and girl going one-up over her man is fun stuff, so no issues with that. But I have reservations on militant feminism, where the woman abuses her man, treats him like shit and walks all over him. That’s repulsive, not cute. I am sure there are some wicked women like that out there, but must a mass advertiser feature such a sadistic creature? Does this generate brand goodwill? I seriously doubt it. In fact, I have read quite a few tweets (from women!) that express rage over these ads.


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Reliance needs to ask Anushka Sharma to tone things down. Sooner the better. Let her be spunky, not offensive.


Rating: (On a scale of 1 to 5): 1. Nasty, off-putting campaign.



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