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Grey launches new campaign for Reliance 3G Services

Conceptualizes two TVCs talking about crystal clear video calls and uninterrupted videos; watch the TVCs here.

BestMediaInfo Bureau | Delhi | July 28, 2011

Grey India has launched two new TV commercials for its telecom client, Reliance Communications. The TVC communicates 3G services of the phone.

The Reliance 3G decided to speak to consumers again for its second leg of communication, the single task at hand was to visibly demonstrate to consumers how Reliance 3G is distinguished and superior compared to other 3G offerings in the market. Also supporting this demonstrable superiority was Reliance’s determined efforts of ensuring that the plethora of multimedia content that 3G opened the consumers to, came first on Reliance 3G. The agency decided to stick to the simplest, cleanest and most direct form of speaking to consumers via an execution element of a   “Just 3G”and “Reliance 3G” on either side of a split screen.

The two films on air talks about two of the products features viz. crystal clear video calls (without pixelation) and uninterrupted videos (without buffer time).



The 'no pixelation' film opens with a cute little girl reciting the 'I'm a little teapot' rhyme. The split screen comes into play by pixelating, each time the endearing performance trespasses the thin line differentiating Reliance 3G from Just 3G. The end of the film reveals that the performance was in fact over a video call. Bottom line - only Reliance 3G's superior IP network ensures that video calls never pixelate.

The 'zero buffer time' film opens with in a club sort of setting where the protagonist is singing the popular Hindi number 'roobaroo'. The scene keeps freezing at regular intervals disturbing her performance until finally she gets frustrated and walks across to the other side – the Reliance 3G side to start singing seamlessly. At this point the frame zooms out to reveal that the song was actually a YouTube being viewed on a cell phone.

The film ends with the message - only Reliance 3G's superior IP Network ensures you can watch uninterrupted videos on your cell phone.

Malvika Mehra, National Creative Director, Grey India said, “There is so much of ‘tech jargon’ surrounding communication for 3G these days. If you keep the average geek aside, honestly a lot of people don’t really get what this creature called 3G actually is. We wanted to demonstrate the ‘superiority’ of Reliance 3G in a manner that was first and foremost simple. Of course it also had to be engaging and effective. With both these TVCs - ‘pixel’ and ‘buffer’, I personally think we’ve achieved that. I have silently watched reactions of friends and family as they watch these films and believe me all of them subconsciously reach for the remote thinking there is something wrong with the left side of their TV sets! What better way than that to demonstrate the idea and urge them to switch to the right side – the one with the ‘Reliance 3G’ network. These are the first set in a series of films Grey has done for Reliance 3G this season. Watch this space for more”

According to Rohit Malkani and Karan Rawat, Executive Creative Directors and Heads, Grey Mumbai, “The new set of Reliance 3G films are a breath of fresh air in a category that is increasingly getting cluttered with layered communication. At Reliance the new mantra is ‘Demonstrably superior’ and we are out to prove this not just in our products but our communication as well. Everyone seems to be shouting 3G from the rooftops, but consumers are often misinformed about what ‘real 3G’ is or should be. The communication aims to open their eyes to the real 3G that only Reliance delivers. These set of films have been shot in a graphic and simple manner, they are warm and endearing and make the point succinctly and simply so that even a 6 year old can understand it. Look out for loads more of our demonstrably superior work!”

“We were talking about a generation of consumers who can’t live with a particular technology for long. Each day has to be different and the experience new. And if there is 3G in their lives, it has to be a unique experience each time they set to explore. That’s where Reliance comes in. With a 3G service that stands apart as truly differentiated – unique content, unmatched speeds and always something new to look forward to. We needed to tell the customers, in a simple yet effective manner, where to come for the best 3G experience in town” added Mitun Roy, VP & Director, Client Services for Reliance at Grey.



National Creative Directors: Malvika Mehra, Amit Akali

Executive Creative Directors: Rohit Malkani, Karan Rawat

Creative Team: Hemant Shringy, Pallavi Chakravarti, Surendra Gohey, Santosh Joglekar, Nitin Patil, Shruti Venkatraman, Shiv Parmeswaran, Shruti Jalan, Gaurang Divecha

Servicing: Mithun Roy, Amarendra Singh, Aditya Krishnadas

Planning: Arindam Sarkar, Aunkita Dey

Films: Samir Chadha, Manjula Moses

Production House: Tubelight Films

Director: Prashant Issar

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