Reliance Mobile's latest communication, featuring brand ambassador Hrithik Roshan, urges consumers to use their mobile phones to get in touch with their loved ones, without any hesitation. The new campaign has been created by Cartwheel Creative Consultancy.
Speaking about the creative brief received from the client, Cartwheel's D. Ramakrishna (Ramki) says, "Quite simply, the brief was to use the launch of GSM services to re-energise Reliance Mobile. Hence, we were tasked with finding a simple, yet powerful platform that will resonate with mobile India."
Elaborating further, Ramki says, "The basic idea behind the campaign is that the mobile phone reduces the distance between impulse and action - all you have to do is pick up the phone." The campaign's main objective was to build on Reliance Mobile's network equity and make it a brand of choice for customers across all strata.
Watch the TVC here:
The campaign begins with Hrithik Roshan completing a shot, when he suddenly remembers a friend he has lost touch with for many years. On an impulse, he gives the friend a call and discovers the joy of catching up with friends after a gap of many years. Next, he calls up an avid fan of his, who screams with happiness into the phone when she realises that it is Hrithik Roshan who is calling her. Similarly, he calls up other friends and pleasantly surprises them. In the end, he goes to see an old man and calls him from beneath his house to thank him for everything that he has done for him.
The consumer insight, Ramki says, is based on the fact that every person feels good when she/ he act on an impulse and Reliance Mobile helps them to be impulsive.
The creative team for the campaign includes Ramki, Arthur, Kiran, Sourabh, Nadeem and Labony. The TVC has been shot by Anand Iyer of Ramesh Deo Productions. The media mix for the campaign includes TV, innovative press, outdoor, radio, internet, point of sale.