Bollywood legend, Asrani, makes a new beginning with Reliance

The legendary actor features in a classic Bollywood style brand film for Reliance SMART and Reliance Fresh

e4m by exchange4media Staff
Updated: Jan 8, 2019 12:57 PM
Reliance Fresh

Reliance SMART and Reliance Fresh, part of the grocery retail business at Reliance, have launched a new digital campaign - #NayiShuruaat to signal a brand new start for the New Year. At the core of the campaign is a digital video featuring the famous film actor Asrani. The movie centres on Asrani in a double-role in a classic Bollywood style setting and script.

The brand, through this video, encourages everyone to forgive and forget the baggage from the past, to move on and lead a happier life. And, what better time to do that than the start of a New Year.

Commenting on the campaign, K S Chax, Chief Creative Office, Tidal7 Brand & Digital, the agency which developed the campaign, says, “Indians love sentimental stories with fairy tale 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.”

Lalatendu Panda, Chief Marketing Officer, Reliance Retail Value Format (Reliance SMART & Reliance Fresh) said, “Neighbourhood supermarket brands like Reliance Fresh & Reliance SMART are part of the daily lives of our customers and their small joys & celebrations. Occasions like New Year that cut across geographies and religions, give us an opportunity to transcend transaction-led communication & build an emotional connect with customers. And we believe that with its message of 'forgive & 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.


Creative Director : Chaitanya Joshi
Copywriter: Chaitanya Joshi
Director : Vinay Jaiswal
Music Director : Vinay Jaiswal
Production House : Imaginary Friend

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