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Grey India unveils first TV campaign for Reliance Communications

ASIA-PACIFIC – SINGAPORE, FEBRUARY 2011 – Grey India has launched its first set of TVCs for Reliance Communications, two for CDMA connectivity and one for its Netconnect wireless broadband service. 
 
According to Amit Akali, National Creative Director, Grey India, “These TVCs do not necessary have any big or clever storyline but in fact, they are just regular incidents that can happen to any of us. We have kept away from typical advertising crutches like over-the-top acting and attention-grabbing background scores to achieve the desired effect which we want to get our message across.” 
 
Malvika Mehra, National Creative Director, Grey India, says, “These TVCs are non-stories and more situational focused – incidents that happen to people in their everyday lives. We want people to look at them and immediately make a connection which says ‘Hey, that’s happened to me before’.”
 

 
 
The first CDMA TVC opens on a family in a car out for a weekend lunch, discussing what to eat. Finally, in exasperation, the father turns to a little girl who is the younger daughter’s friend and asks her to choose since she is the guest. The poor girl is put in a spot as a voice kicks in to explain how we all have our own preferences, which is why Reliance has the widest choice of CDMA handsets.
 
The second CDMA TVC features two friends in a store, picking out clothes. The slim friend looks at himself in the mirror and says “I need to hit the gym”. To his amusement, his fat buddy asks him to join his gym, even though he has never really visited it himself. As he drones on and on, a voice kicks in and explains how we cannot resist an offer when it is heavily loaded with lots of extras – which is why a Reliance CDMA handset comes loaded with many features.
 
The Netconnect TVC opens in an airplane that has just landed. As the crowd jostles for space and makes their way to the front, we see a young female executive pushing her way through to the front of the plane. At this point, the voice over kicks in to introduce the Reliance Netconnect broadband product, saying ‘Because we know you’re always in a hurry, Reliance offers a superfast speed data toggle to match the constant rush that you are in’.
 
Commenting on the TVCs, Executive Creative Director of Grey Mumbai, Rohit Malkani, says, “This is yet another TVC in the non-story genre. Every one of us has been in a similar situation before, jostling to be the first one to exit a plane. The TVC merely mirrors a scene from our lives and dovetails it beautifully with the product – a simple, real and compelling way of making the product promise come to live.”

 

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