Reliance Communications (RCom) has unveiled its latest advertising campaign for Reliance Netconnect Broadband+, its wireless internet connectivity service.
DDB Mudra is the creative agency behind the campaign, while Mudra RADAR is the media agency. A TVC which is part of the campaign has already gone on air. Outdoor and digital media are also being used to amplify the creative idea.
Rajeev Raja, national creative director, DDB Mudra says that the current campaign is a very significant one for Reliance Netconnect since it wants to establish itself as a "leading brand in the consumer's mind". The wireless broadband category in which the brand operates currently sees stiff competition in the form of growing ad spends from players like Tata Photon Plus, MTS, Idea Cellular and Airtel.
Raja said, "The objective of this campaign was to take Reliance Broadband to the next level of communication, after its very successful launch under the ‘Right here. Right now’ theme. While the launch campaign featured the functional and product benefits, this campaign moved to the next level of emotional and human involvement."
The campaign clearly targets the youth and this is reflected in the storyboard of the ad.
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At the basic level, Raja said it was a challenge in creating awareness about "the blistering speeds now available on wireless internet". "But the more challenging task was to transcend technology and create human stories that struck a chord with our target audience," he said.
Raja says the TVCs will work because they are intrinsic to the behaviour of the younger generation, "who are impulsive, expressive and connected". "To them there’s nothing more satisfying than networking with each other. This is a generation that believes in pushing the boundaries and Reliance Netconnect recognises this in the first of many spots to come. It also recognises that the younger generation believes in doing things ‘right here, right now’ the brand exhorts them to follow their heart, for causes that they believe in," he said.
Project: Reliance Netconnect Broadband+
Brief: To build an emotional connect with consumers while highlighting the benefits of high-speed connectivity
Client: Reliance Netconnect
Creative agency: DDB Mudra
Chief Creative Officer: Bobby Pawar
National creative director: Rajeev Raja
Office head: Rajiv Sabnis
Creative director: Anand Karir
Copy: Anand Karir, Divya Iyer
Art: Virendra Shinde, Ankita Killawala
Strategic planning: Mike Follett
Account management: Avik Roy Choudhury, Ashish Kalani
Production house: Nomad Films
Director: Lloyd Baptista
Post-production: Pixion and Prime Focus Plus
Media agency: Mudra RADAR
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