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."
 
Credits:
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
 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
A first look at the MediaWorks 2019 mentors
Premium
16 hours ago

A first look at the MediaWorks 2019 mentors

In addition to attracting the region’s top brand and agency talent, MediaWorks is proud to draw the industry’s game-changers who will mentor and guide this year’s delegates.

Premium
Blog: T-Series topples PewDiePie for a day, but success is shortlived
Premium
18 hours ago

Blog: T-Series topples PewDiePie for a day, but ...

T-Series, bolstered by the viral trailer of new movie, ‘PM Narendra Modi’ took what looked like an unassailable lead over rival PewDiePie yesterday but the savvy Swede was back at No 1 by the late night in the Great Subscriber War!

Premium
AME Awards: ADK-Fortune receives India's only shortlist
Premium
20 hours ago

AME Awards: ADK-Fortune receives India's only shortlist

The agency's work for Manforce Condoms makes the cut

Premium
Weekend Watch: The fresh smell of..sweaty underpants?
Premium
22 hours ago

Weekend Watch: The fresh smell of..sweaty underpants?

This gardening brand's commercial really stinks.