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Reliance 3G Tab TVC extends the ‘Simply Better’ positioning

06-August-2012
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Reliance 3G Tab TVC extends the ‘Simply Better’ positioning

Reliance Communications released a TV commercial for its latest 3G tablet phone. Grey India conceptualised the TVC.

The ad showcases anchor, VJ and actor Ranvijay Singh and actress, Anushka Sharma stranded in an isolated place. Ranvijay tries to scare Anushka by saying that no one in the world knows where they are and what if something happens to her. Anushka confidently replies that her Facebook status is updated and that she has informed her father via chat as well as emailed her boss. The TVC ends by showcasing the features of the phone.

Shivani Suri Dhanda, Deputy General Manager – Brand and Marketing, Reliance Communications said, “Our approach has been to keep our overall brand communication tonality consistent with our promise of delivering a ‘Simply Better’ experience to our users. While the first 3G Tab from the Reliance stable was positioned as the ‘Best value for money tab’, the new Reliance 3G Tab V9A, with its superior features and functionality, has been positioned as the ‘Master Multitasker’.”

The Tab category is still in its nascent stage, straddled between laptops and smartphones. As of now, only a certain niche customer base knows and appreciates the category benefits, said an official release.

Commenting on the challenges faced while executing the TVC, Dhanda added, “The main challenge was to build the category and at the same time make the right noise about Reliance 3G Tab offering in the market, making its usage relevant beyond just a flash-value device. Secondly, we also deliberated on how to uniquely position this device. Different players have launched tablets as an entertainment, enterprise, educational or infotainment device. But since the Tab is a device which fulfils every need, we decided to position it as the ‘Master Multitasker’.”

Shedding some light on the conceptualisation of the TVC, Kunj Shah, Senior Creative Director, Grey India said, “Formats can either be limiting or liberating. In this case, it was liberating. The product offering itself was sharp and focused, so we felt it imperative to give the film a charming and refreshing dimension in the ‘Anushka – Ranvijay’ chemistry. Firstly, we took the ‘tera vs. mera’ battle outdoors which communicated the strength of the network. And then we introduced subtle cheekiness and underhanded retorts that made Anushka’s victory and Reliance’s demonstrable superiority even sweeter.”

Campaign credits
National Creative Directors: Amit Akali and Malvika Mehra
Executive Creative Director: Rohit Malkani
Group Creative Director: Goral Ajmera
Senior Creative Director and Writer: Kunj Shah
Production House: Rising Sun
Director: Shoojit Sircar

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