Reliance Communications has released a new campaign for its new 'My best plan' for Netconnect (USB internet) offering. The plan's uniqueness is that it adjusts basis the customer's usage, to generate the lowest possible bill.
Created by Grey India, the television commercial opens with brand ambassadors Anushka Sharma and Rannvijay seated in a restaurant. Rannvijay is shown working on his laptop while Sharma is skimming through the menu. While ordering, Sharma asks Rannvijay if its his treat. The latter replies positively, saying 'Dil bada hona chahiye'. Thrilled with the response, Sharma places a sumptuous order. Before the waiter can finish taking the order, Rannvijay slams his laptop and complains repeatedly about his internet bill. Everytime he voices a complaint, Sharma reduces an item from her order. Once Rannvijay is done complaining, Sharma tells him 'Mere network pe hote toh adjust hoke lowest possible bill aata'. The film ends with Sharma telling Rannvijay, 'Pehli bill chota karo, phir dil bada karna' and urges him to switch to Reliance.
Commenting on the campaign and the launch of the new plan, Sanjay Behl, group head, brand and marketing, Reliance Communications, said “In line with our customer-centric approach, this plan not only takes away the restrictions which internet users have had to contend with, it’s also another step towards enabling growth of data consumption in India. We already provide superfast broadband speeds in more than 1300 towns in the country and this initiative ensures that we continue to deliver superior value to our customers.”
The film has been directed by Shoojit Sircar. Besides the commercial, Reliance has created a digital application around the same idea - through which, a customised video bill will be generated for users basis their Facebook usage history. Cinema advertising and below-the-line promotions are also part of the campaign to promote 'My best plan'.
Client: Reliance Communications
Creative agency: Grey Worldwide India
National creative directors: Amit Akali and Malvika Mehra
Executive creative director: Rohit Malkani
Group creative director: Goral Ajmera
Senior creative director: Kunj Shah
Team: Nitin Patil and Pallavi Chakravarti
Servicing: Mithun Roy, Nitin Goyal and Sneha Golechha
Planning: Arindam Sarkar, Aunkita Dey
Senior vice president – Films: Samir Chadha and Sharad Shinde
Production house: Rising Sun
Director: Shoojit Sircar
Media agency: MEC, Group M