Reliance Broadband+ pushes instant connectivity in launch campaign

Recently after Tata Photon+ released its launch campaign, the next wireless broadband service provider to come up with a campaign is Reliance. Created by Tribal DDB India, the campaign aims to appeal to consumers who wish to access the Internet from wherever they are.

Speaking about the task at hand, Bobby Pawar, chief creative officer, Tribal DDB India said, "Basically, we had to launch Reliance's broadband services. We had to address those individuals who want access to the internet at anytime, anywhere." Pawar said, that the campaign portrays consumers' instant gratification to their want of anytime, anywhere internet.

Watch the TVC here:

Reliance Netconnect from Campaign India on Vimeo.

The whole TVC is a montage of situations consisting of abstract imagery, where a woman, who's in a boat in the middle of a lake, says she wants to video chat with her man, while a man says that he wants to send across a large business proposal. A third boy wants to watch a movie in a bus. The TVC aims to portray that it is possible to to experience broadband speeds anywhere on the move, with Reliance Broadband+.

Pawar adds, "The commercial tells consumers that not only does Reliance provide great broadband connectivity, but that the connectivity is instant. That's a very important feature in today's times."

In the recent past, Airtel and Tata's commercials too, have had abstract imagery. When asked how this campaign aims to differentiate among competition, Pawar says, "Most of the other players concentrate on the broadband's speed factor. However, we want to tell our consumers that Reliance provides great speeds in addition to instant connectivity, and that is the differentiator."

He adds that the consumer insight stems from the fact that people want to connected anytime, anywhere and when they are on the go. They expect instant gratification of their needs.

The media mix for the campaign includes TV, print and online. The creative team includes Pawar, Anand Karir and Divya Iyer. The director of the TVC is Lloyd Baptista of Nomad Films.