Shephali Bhatt
Oct 03, 2011

Reliance Mobile pairs up Anushka with Ranvijay for its new campaign

Watch the TVC created by Grey India

wide player in 16:9 format. Used on article page for Campaign.

Reliance Mobile has brought about a new set of TVCs communicating the strength of its network.

The TVCs created by Grey India, star Reliance Mobile's first brand ambassador Anushka Sharma along with Ranvijay Singh.

Watch the second TVC from the campaign here

The first TVC is plotted around the two wherein Ranvijay has just realised that it's his mother's birthday in the next five minutes. Though he wants to be the first to wish her, he fails to do so courtesy his network failure. Anushka, who was a passive bystander to the entire scene so far, is now seen already wishing the mother from her phone. She adds to Ranvijay's trouble by mentioning that he might have forgotten his mother's birthday since the mother hasn't heard from him as yet. In the end she suggests him to switch to her network to avoid such occurrences in future.

In the second TVC, the two are seen talking to their friends on their respective phones while they head for a movie in a cab. Ranvijay's talktime is exhausted in sometime while Anushka's lasts for quite a bit. She again succeeds in driving her point home that her network gets unlimited talktime and hence is a better choice.

On the execution front, Malvika Mehra, national creative director, Grey India commented, "In keeping with the overall strategy of 'demonstrable superiority' for Reliance (you’ve seen the ‘split screen’ series for 3G and the ‘speed tests’ for Data - Netconnect) these set of films too illustrate the fact that Reliance is undoubtedly the superior network . Done in a very charming and relatable manner, each film is a 'demo' of sorts where Anushka's (mera) network is always one up on Ranvijay's (tera) network. The trick was to keep the tone and manner of this campaign light, flirty and fun and yet drive home the point very clearly. We had a blast writing these films with our teams, the chemistry between the characters played by Anushka and Ranvijay was perfect and we know these films will be as effective as they will be entertaining."

To this, Amit Akali, national creative director, Grey India, added, "What happens when both the partners in a relationship are on different networks? You get some interesting everyday situations. When the scripts were written we were very clear we weren’t looking at a clichéd, mushy relationship but a young, real one where couples fight and pull each other’s leg. The first person who came to mind was Anushka. We then wanted to make it a pairing that wasn't seen before. We were looking for someone equally young and popular opposite her and Ranvijay fitted the bill perfectly."

Credits:

Client: Reliance Mobile
Agency: Grey India
National creative directors: Malvika Mehra, Amit Akali
Executive creative directors: Rohit Malkani, Karan Rawat
Creative team: Amit Akali, Malvika Mehra, Hemant Shringy, Shruti Jalan, Gaurang Divecha, Surendra Gohey, Ayesha Dubash
Servicing: Mithun Roy, Nitin Mohan Goyal, Sneha Golechha
Planning: Arindam Sarkar, Aunkita Dey
Films: Sharad Shinde
Production house: Rising Sun
Director: Shoojit Sircar

Source:
Campaign India

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