MUMBAI: Reliance Communications has launched a new television commercial titled ‘All Share Postpaid Plan‘.
The TVC has been conceptualised and created by Grey India.
This is the first time that the campaign is introducing brand ambassador Anushka Sharma‘s family in the commercial. Earlier the ads focused on Sharma and Ranvijay.
Grey India NCD Malvika Mehra said, “There is a new energy in this film because for the first time we are introducing Anushka‘s family. The chemistry between all the characters on the set was so natural and effortless, one would think they are actually related. There is also an interesting take on the music. We purposely did a ‘filmi‘ and dramatic track in sync with the ‘joke‘ they all are playing on the poor brother. All in all we think the film showcases the plan in an entertaining manner‘
“This was a great product and it gave us a chance to portray Anushka in a completely different context. Yet we wanted to keep Anushka in the sane mischievous, slightly wicked zone, so I suppose the brother had to bear the brunt of her prank. And we were also fortunate that we had stalwarts like Kitu Gidwani and Jayanth Kriplani to play her parents. It was great to catch the tremendous energy and chemistry on set. This is the first film in this series and we‘re sure, as the Family set piece develops it will be very popular” Grey ECD Vishnu Srivatsav added.
Produced by Rising Sun, the film has been directed by Shoojit Sircar.
According to Reliance Communication Sanjay Behl group head – brand and marketing said, “”All Share Postpaid Plan” is the first of its kind offering in the country to provide compelling new experience to subscribers using multiple smart communication devices with the exclusive facility to share Voice, Data and Text on a single bill giving them affordability along with great convenience. We are confident that our customers will enjoy sharing of Talktime, Data and Text among their members on this plan that will help them save on their bill every month through our innovation of ‘One Bill‘ concept for the entire family or group.”
In the television commercial, Sharma‘s teenage brother, a vulnerable-looking boy, storms into the room where she is watching TV with the parents (played by Jayant Kriplani and Kitu Gidwani) with a Reliance phone bill in hand, looking a little miffed. He puts the bill down on the table and demands an explanation for why his name does not feature on the bill for a plan that is supposed to be shared by a family. Sharma sees this as an opportunity to play a prank on her unsuspecting brother. She tells him that it‘s because he‘s not a part of the family. She says “tu maa ko mandir ki sidhiyon pe mila tha”. The boy stands there looking devastated. It‘s only when Sharma and parents burst into laughter that the boy knows it was a joke. When the boy begins to leave the room in disgust, Sharma smothers him with sorries and lovingly pulls him on the couch laughing and saying “tujhe bhi adopt kar lenge plan main”. The boy drops his grudge and finally looks happy to know that he‘s in the family and will soon be on a plan that allows sharing of talk, text and data with the family. Which, the commercial reiterates, is simply better.
According to Singh, “Jishnu is an exceptional leader. With his forward thinking, sharp mind and deep passion for the industry, I am confident he will continue to strengthen Grey Group India’s position in the marketplace. With this team, Jishnu has already built a terrific new business track record which includes wins such as Reliance Communications, Ferrero, Honda and Fox International Channels, to name a few.”
