One-upmanship continues to be the theme of the campaign. And Ranvijay once again loses out to Anushka, courtesy her Reliance Unlimited Plan that is ‘Simply Better’
BestMediaInfo Bureau | Delhi | September 25, 2012
Grey India has come up with two new TVCs for Reliance Telecom featuring the one-upmanship between Anushka and Ranvijay. Both are at the breakfast table, breaking into their usual banter. Ranvijay makes fun of Anushka about her bill amount being so low and mocks her phone by calling it a showpiece. Anushka confidently challenges him to get a higher bill with her phone. Ranvijay thinks he’s nabbed the opportunity of a lifetime. Only to be proved wrong – yet again!
Over two TV commercials we see Rannvijay using the most absurd ways to consume phone calls, data and SMS on Anushka’s phone – good luck SMSes being passed on to hundreds of people; cricket match being watched on the phone instead of big screen; call put on hold till end of day; waiting for a certain Kriplaniji to return; making an STD call to listen to Delhi FM; uploading the most innate, almost stupid photographs; delaying a callback so that it can happen on a roaming sector. Anything that will bust Anushka’s phone bill.
When the bill finally arrives, Ranvijay’s month-long cheer turns into disappointment. He is stunned that the bill is only Rs1,500. Anushka, however, promptly corrects him – it’s 1,499, she says, clearly demonstrating that ‘The Unlimited Plan’ truly allows unlimited calls, data, SMS usage. And, reiterates that Reliance is ‘Simply Better’.
Amit Akali, National Creative Director, Grey India, said, “This film should keep Ranvijay fans happy. A lot of them keep complaining about how Anoushka mistreats him in our films. So here’s a film where Ranvijay is on top of the game, at least for a large part of the film. In the end it’s obviously Anushka and her network that win the day."
“This was a great product and we wanted the advertising to do justice to it. We also wanted to have fun with the ‘Tera Mera’ format and open up Ranvijay's role through the challenge. We had fun coming up with Ranvijay's outrageous attempts to inflate Anushka's bills and it was also nice to build Ranvijay's hopes, just to let him down,” said Vishnu Srivatsav, Grey’s Executive Creative Director.
National Creative Directors: Amit Akali, Malvika Mehra Executive Creative Director: Vishnu Srivastav Group Creative Director: Goral Ajmera Senior Creative Director: Kunj Shah Associate Creative Director: Ankit Pandya
Account Management Team: Kaizad Pardiwalla, Ajey Shetty, Rishabh Ray
Planning: Arindam Sarkar
Film: Samir Chadha, Sharad Shinde Production House: Rising Sun Director: Shoojit Sircar