Reliance Communications has released a new TVC for its ‘Unlimited Plan’ offerings. The TVC highlights the USP of these plans that promise subscribers unlimited usage in terms of calls, SMS and data transfers.
The ad film is created by Grey India and features brand ambassadors Anushka Sharma and Rannvijay Singh. Directed by Shoojit Sircar, the film went on air on 19 September.
The TVC starts with Ranvijay commenting on how low Anushka’s mobile bill is and mocks her phone by calling it a showpiece. Anushka then challenges him to get a higher bill with her phone. Ranvijay grabs the opportunity to prove her wrong. During the course of a month, Rannvijay tries all tricks to run up a high bill. He makes long distance calls, forwards messages, uploads pictures of innate things on Facebook and even watches a cricket match on his phone. However, when the bill turns up he is greatly disappointed and says, “Just Rs.1500!” To which Anushka corrects him that it is Rs.1499. The film ends with the voice-over: "Its simply better."
Commenting on the ad film, Amit Akali, national creative director, Grey India, said, “This film should keep Ranvijay fans happy. A lot of them keep complaining about how Anushka mistreats him in our films. So here’s a film where Ranvijay is on top of the game, at least for a large part of the film. In the end it’s obviously Anushka and her network that win the day."
Grey’s executive creative director, Vishnu Srivatsav, added, “The creative brief given to us comes primarily from the product itself because it is such a fantastic product. It is a truly unlimited mobile plan in the market. In addition, we have our format of Tera Mera with Anushka and Rannvijay, which we have used in the earlier TVCs. So with this TVC we wanted to slightly refresh this in the minds of the viewers. We decided to lay down a challenge with Rannvijay trying his best to outdo Anushka, only for him to be let down in the end by the sheer extent of unlimited things you can do with this mobile plan.”
Client: Reliance Communications
Creative Agency: Grey India
National creative directors: Amit Akali and Malvika Mehra
Executive creative director: Vishnu Srivastav
Group creative director: Goral Ajmera
Senior creative director: Kunj Shah
Associate creative director: Ankit Pandya
Sr vice president: Kaizad Pardiwalla
Account director: Ajey Shetty
Senior account executive: Rishabh Ray
VP planning: Arindam Sarkar
Sr. vice president (Films): Samir Chadha
Director: Sharad Shinde
Production house: Rising Sun
Director: Shoojit Sircar