Reliance ADAG unveils 'BIG' campaign

Reliance ADAG has rolled out an integrated campaign to support the launch of its DTH Satellite TV service, BIG TV. Developed by Mudra and built around the creative concept, 'Life isn't for living small', the teaser TVC features eight brand seeders including Smriti Irani and Saakshi Talwar , protagonists from leading soaps on TV. The spot opens with the spokespeople letting the people know that entertainment is going to change forever -- "Kuch bahut BIG hone wala hai".

The main commercial shows four outrageous scenarios that bring to life the brand thought 'Ho toh BIG ho', combining visual narrative with an emotional core. A man fights a gang with his moustache, a soldier blows away enemy tanks with a sneeze, a vegetable vendor blows away the traffic with her scream and a man uses his bulk to smash through earth to find water.

Produced by MAD films, the spot has been directed by Austrian director, Marco Kalantari and shot by Cannes winning European cinematographer Thomas Kiennast.  The Total Branding Solution was conceived with inputs from other specialist units of Mudra – Tribal DDB India and Mudra Radar.