Debrief: Reliance Communications: At last they get it right

03 Oct,2012

By Anil Thakraney


Ok, so it looks like Reliance took my advice for their mobile phone ads; or at least they took all the dissing in social media very seriously. For their latest commercial on ‘unlimited plans’ featuring Bollywood girl Anushka Sharma and her boyfriend, they have toned things down.


Regular readers will recall that in my review for the Reliance 3G Tab commercial, I had expressed anger over the treatment of the ad. Ms Sharma was seen freely insulting her boyfriend and making him feel like a total loser. My concern was the impact of such loutish behaviour on the brand’s image. To me, spunky is cool, offensive is not.


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Well, in the new ad, the team seems to have done course correction. The boyfriend (who uses a rival brand) can’t believe Ms Sharma lands up with such a low bill, he thinks she’s using the phone as a showpiece. So he takes up the challenge and abuses the lady’s phone. He makes many STD calls, sends out many text messages and generally has fun with the applications. But the bill remains the same, much to Ms Sharma’s amusement. And so gets introduced the Reliance plan.


Now this is fine. The girl goes one-up on her man, but isn’t abusive or crass. She wins but without being a bitch. This makes for a pleasant ad, and it still delivers the message effectively. This is the way to carry forward this campaign. Hope Reliance has left all the nastiness behind.


Rating: (On a scale of 1-5): 3. Better approach, fun treatment


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