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Reliance ADAG carries forward its ‘Big’ proposition for DTH offering

Reliance ADAG carries forward its ‘Big’ proposition for DTH offering

Author | Shruti Tripathi | Wednesday, Oct 22,2008 8:25 AM

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Reliance ADAG carries forward its ‘Big’ proposition for DTH offering

‘Mere paas Ma hai’, the iconic dialogue uttered by actor Shashi Kapoor in an intense scene with Amitabh Bachchan in the movie ‘Deewar’ 33 years ago, still finds resonance in various media and conversations. Humour is the last emotion one would associate with this dialogue. However, the latest ad for Big TV, the DTH venture of Reliance ADAG, uses the ‘Mere paas maa hai’ peg to strengthen its ‘Ho Toh Big Ho’ brand proposition.

The TVC, which broke on all major channels recently, has been conceptualised by DDB Mudra and is part of a 360-degree initiative involving print, TV, electronic, and radio among others. The TVC has been directed by Rajesh Krishnan, while Soda Films is the production house.

Elaborating on the campaign, Sanjay Behl, Group Head, Brand and Marketing, Reliance Communications, said, “We have rolled out a campaign to communicate the features that differentiate Big TV from other players. Leading the pack is a truly unique feature – 32 cinema halls. These are exclusive ‘movie theatres’ and provided in addition to all the movie channels. This is our exclusive feature and no other DTH service offers anything close to this. The creative strategy was to give a new interpretation to ‘Ho Toh Big Ho’.”

Speaking about the creative brief, Bobby Pawar, Chief Creative Officer, Mudra Group, said, “The creative brief we got from Reliance ADAG was to highlight the magnanimity of Big TV, juxtaposed with other DTH players. Big TV facilitates a movie hall experience, which it calls ‘32 cinema halls’. Integrating these features, we came up with the creative idea of ‘Ho Toh Big Ho’ which is an extension of the brand proposition – ‘Life isn’t for living small’. The challenge was to communicate the bigness of such a feature, keeping in sync with the brand ethos.”

The TVC shows a young man who takes recourse to the dialogue ‘Mere Paas Ma hai’ for all kinds of situations in his life right from his childhood – be it in school, or a girl proposing to him or a policeman asking for his driving licence. Such is the impact of this dialogue in his life, till he gets a Big TV connection with its 32 cinema halls, which changes his dialogue – like a perennial hiccup getting cured by a shock. So, when dealing with a group of rowdy guys of his locality, he says, “Mere pass 32 cinema halls hai.” To this, when the surprised guys ask him, “But where is your mother?”, he smiles and replies, “Ghar pe, Big TV dekh rahi hai”.

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