Reliance Digital TV refreshes brand image with a new campaign

WATCH the TVC created by Leo Burnett; digital campaign to be launched soon

Sep 23, 2011 01:53:00 PM | Video | Jagadeesh Krishnamurthy

Reliance Digital TV has launched a multimedia campaign to promote its festive offers. The new TVC, created by Leo Burnett, focuses on individual preferences to subscribe for specific channels and the subsequent “fights”. A digital campaign is also on the cards using the characters featured in the television commercial. 

Commenting on the objective behind this campaign, Shivani Suri, head - brand and marcomm, Reliance Digital TV said, “For the category that we operate in, the current festive period is very important as there is a 75 to 100 percent growth in consumer acquisition for the whole category. Hence, during this period we wanted to increase the brand consideration in the customer’s mind as well as go in for a brand refresh with a clutter-breaking campaign in this high active period.” 
Noting that the campaign is "a complete 360-degree high-visible campaign", Suri informed that the television campaign will be on-air for a period of eight weeks supported by communications in print, outdoor and point of sale mediums. She added that a comprehensive digital campaign involving the four protagonists featured in the television commercials will also be used as part of the communication.
Client: Reliance Digital TV
Creative agency: Leo Burnett
Media agency: OMD
Creative Director: Nitesh Tiwari
Adfilm director: Nitesh Tiwari
Production House: Opticus Inc, Mumbai
Post production work: Pixion Studio, Bandra