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Grey Mumbai Launches Campaign For Reliance Telecom

First ads from Grey stable include two TVCs for CDMA and one for Netconnect; watch the TVCs here.

Hitesh Ranot | Delhi | February 3, 2011

In today’s overcrowded advertising space, one challenge that every brand faces is to make is an indelible connect with consumers. Connect via fresh thinking is what the new communication from Reliance aims to achieve. So It’s not about the best offers, competitive pricing, plans or products in isolation. It’s about getting the consumer, his world and what makes him unique. Then coming up with products or services that ensure that these unique needs are met always.

“The new communication is born off insights that resonate. That’s why every interaction with the brand will make a connection and build an overriding feeling that this brand is tuned into his way of life,” says Mithun Roy, VP-Director Client Services, Grey.

“These films don’t have any big or clever story. They are just regular incidents that may have happened to any of us. Hence the acting, casting, etc. has been kept extremely natural. We’ve kept away from typical advertising crutches like over the top acting and attention grabbing background scores,” Says Amit Akali, NCD, Grey.

Dispelling the myth that CDMA handsets are low value and functional with neither a range to choose from nor features to make them interesting. The films draw on real insights and build entertaining stories around them.

This is the first set of films from Reliance post the account moving to Grey. According to Malvika Mehra, NCD, Grey, “They are ‘non stories’ and more ‘situations’ that happen to people in their everyday lives. Even the treatment by Ram Madhvani, with very little or no music is very stark and real, almost like a video clip from someone’s life. We want people to look at communication on Reliance and say ’Hey, that’s happened to me.”


The first CDMA film opens on a family in a car out for a weekend lunch. The enthusiastic father starts off a ‘tremor’ in the car by suggesting they have ‘Chinese’ for lunch. The pesky younger daughter disagrees vehemently and demands for pizza, the grandmother who has just broken her fast, is petulant; the mother tries to make peace with her suggestions while the elder daughter sulks. Finally, in exasperation the father turns to a little girl who is clearly the younger daughter’s friend and asks her to choose since she is the guest. The poor girl is put in a spot as a voice kicks in explaining how we all have our own preferences, which is why Reliance has the widest choice of CDMA handsets.


The second CDMA film features two friends in a store, picking out clothes. The slim friend looks at himself in the mirror and says “I need to hit the gym”. To his amusement his fat buddy asks him to join his gym, even though he has never really visited it himself. He goes on to explain how he paid a one-time fee and got gym facilities, sauna, massage, Tai Chi classes etc. As he drones on and on, a voice kicks in and explains how we can’t resist an offer when it’s heavily loaded with lots extra. Which is why a Reliance CDMA handset comes loaded with features.

To stay in step with a country in a hurry, the Reliance Netconnect and Grey Mumbai recently created fresh communication for their superfast broadband services. You see it all around you. From the men in black suits who scramble for the door in an aeroplane, to the ones that use their handkerchiefs to book a seat in a bus! We’re all in a huge hurry.


The Netconnect film opens in an aeroplane that has just landed. In a scene that we all know too well, the air hostess has scarcely begun to make the mandatory announcements about keeping seatbelts locked and not using mobile phones that people begin to stand up, switch on their phones and open overhead lockers. As the ‘crowd’ jostles for space and makes their way to the front, we see a young female executive pushing her way through and bumping into the Purser. At this point a VO kicks in introducing the Reliance Netconnect broadband product saying ‘Because we know you’re always in a hurry…’ Linking the superfast speeds on the Data dongle with the constant hurry that we all seem to be in.

Commenting on the film ECD and head of Grey Mumbai, Rohit Malkani says “This is yet another film in the genre of the ‘non-story’. Every one of us has been in a similar situation, jostling to be the first one to exit a plane. The film merely mirrors a scene from our lives and dovetails it beautifully with the product. A simple, real and compelling way of bringing the product promise alive”


Creative National Creative Directors: Amit Akali and Malvika Mehra Executive Creative Directors: Rohit Malkani and Karan Rawat Pallavi Chakrabarti Aarati Kakkad Servicing Mithun Roy Amarendra Singh Nitin Goyal Rumi Behramkamdin Sumiran Chaudhry Aditya Kaushik Planning Shweta Khosla Aunkita Dey Films Department Samir Chadha Sharad Shinde Production House CDMA - Equinox Netconnect - Footcandles Director CDMA Films: Ram Madhwani Netconnect Film: Aiyappa

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