Reliance Digital has rolled out a campaign ‘technology se rishta jodo’ (build a connection with technology), to highlight the touch and feel aspects of its retail stores.
Conceptualised by L&K Saatchi & Saatchi, the films depict two protagonists navigating how technology works and how they eliminate their fears of using electronic devices.
The first film showcases how a grandmother is taunted by her son, granddaughter and friends about her lack of digital knowledge. Eventually, during a grocery run, the protagonist steps into a Reliance Digital store. Seeing the grandmother's hesitation on touching a phone that was on display at the store, a salesman encourages her to try using it. The salesman tells her that technology is meant to be played around with to learn how to use it. The film ends with the lady letting go of her fears and having a willing attitude to learn more about technology.
The second film depicts a mother preparing her children’s lunch boxes. When the children come to collect their lunch boxes they are annoyed with the fact that they once again gotten Aloo Paratha (potato Indian bread). The children discuss among themselves that one of their classmates gets pizzas because he has an oven at home. It then showcases the lady offering samosas to her friends who have visited. The friends predicted the same because of her frequently serving the same dish to them. The film then goes on to show the mother making a cake in a cooker. Afraid to adapt to an electronic device like an oven, the mother eventually lets go of her restraint at a Reliance Digital store. The protagonist gets a low down on how to operate the oven from a Reliance Digital salesman. The film ends with her surprising her family and friends at a dinner party by serving a different dish than what she used to.
Brian Bade, chief executive, Reliance Digital, said, “It's based on a simple insight, that everybody needs technology, everyone is fascinated with it, but not everyone is necessarily comfortable with it. That’s because technology is changing all the time and it’s easy for a lot of people to feel left behind. Within this rooted cultural reality we believe that Reliance Digital is the catalyst that will enable a large mass of people to connect with technology by creating a welcoming retail tech experience. This philosophy informs everything we do, how our stores are designed, how the sales staff interact, the way demos are carried out and the manner in which after-sales service is delivered. At Reliance Digital, we understand the varied needs people have, as well as their apprehensions and fears when it comes to technology. That's why we want to be friends that can connect people to the technology they want. The films capture this in an authentic, intimate, moving way.”
Paritosh Srivastava, chief executive officer, L&K Saatchi & Saatchi, said, “This is an idea that is special because of the truth it captures and the powerful role it appropriates to Reliance Digital as a retailer. It’s not just a campaign or an idea, it is the guiding philosophy and role that Reliance Digital wants to play in people’s lives. The brand intends to live this idea through the whole consumer lifespan of the relationship, at every consumer touchpoint and experience. The attempt is to create brand love and trust for Reliance Digital, and we strongly feel that in the transactional and offer-led nature of the retail category, this brand agenda will help Reliance Digital leapfrog to leadership in both the share of heart and mind of the country. The campaign will have high resonance as we all know someone in our circle of family and friends who is getting left behind and is in need to overcome the fear and become Friends with Technology.”
Kartik Smetacek, joint national creative director, L&K Saatchi & Saatchi, said, “The campaign appropriates an entirely new space for an electronics retailer. Something that’s truly relevant and meaningful – is our customers’ actual relationship with technology. Acknowledging that rapidly changing tech leaves so many of us behind, we’ve positioned Reliance Digital as an ally that helps you to lose your apprehensions. Encouraging you to touch, feel and play with technology guided by our team of experts. It’s an emotional, heart-warming idea, captured in the line: Technology se rishta jodo.”
Client: Reliance Digital
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Joint national creative director: Kartik Smetacek
Creative team: Trishay Kotwal, Vikas Gaur, Avinash Jakhalekar, Anand Vyas, Prashant Patankar, Yogesh Tajane, Suresh Warekar, Darshan Jalgaonkar, Smita Misra, Kushal Garde, Akanksha Sinha, Mehek Ahuja
Chief strategy officer: Snehasis Bose
Executive vice president: Debarjyo Nandi
Account management: Noorbanu Qureshi, Ankit Gada, Vimesh Salian, Akshay Surve, Shivam Todankar, Disha Bhanushali
Agency producer: Jignesh Maru, Rahebar Sonawalla
Production house: Chrome Pictures.
Film directors: Amit Sharma and Advait Chandan
Associate director: Aman Rai
Producer: Abhishek Notani and Rajat Gulati.
Project coordinator: Napoelan Daniel Amanna
Music director: Bharat and Hitarth
Post-production assistant: Sanjay