Campaign India Team
Jan 02, 2019

Reliance Smart urges to forgive, forget and move on

Watch the film conceptualised by Tidal7 Brand & Digital here

Reliance has rolled out a campaign for its grocery retail business Smart and Fresh. 
The film has been conceptualised by Tidal7 Brand & Digital, the agency founded by KS Chakravarthy (Chax) and Venkat Mallik. It features actor Asrani, who plays a double-role in the film. It shows how he is still heart broken about a girl picking his brother over him and hence has cut off ties with him. After several requests from his family members, he finally decides to visit him after 50 years.
Lalatendu Panda, CMO, Reliance Retail Value Format (Reliance SMART and Reliance Fresh) said, “Neighborhood supermarket brands like Reliance Fresh and Reliance Smart are part of the daily lives of our customers and their small joys and celebrations. Occasions like New Year, that cut across geographies and religions, give us an opportunity to transcend transaction-led communication and build an emotional connect with customers. And we believe that with its message of- 'forgive and forget, it's never too late to move on and make a Nayi Shuruaat' -this film will find universal appeal and resonate with people. Asrani, the Bollywood veteran actor, has never featured in an ad film before and makes his advertising debut with this Reliance Smart brand film. The fact that this film reveals an emotional side of Asrani’s formidable acting repertoire seldom seen before will make it a rare treat for fans of this remarkable actor."
Commenting on the campaign, K.S. Chax, CCO, Tidal7 Brand and Digital, said, "Indians love sentimental stories with fairytale endings. And Asrani’s performance in this brand-new role takes the video to a different level. What a lovely person, and what a wonderful professional – everyone loved the experience."
Client: Reliance Smart and Fresh
Agency: Tidal7Brand and Digital
Creative director : Chaitanya Joshi
Copywriter: Chaitanya Joshi
Director : Vinay Jaiswal
Music director : Vinay Jaiswal
Production house : Imaginary Friend
Campaign India

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