Reliance gives you Broadband speed “Right Here, Right Now”
After launching its wireless broadband service Reliance Netconnect Broadband+ through innovative press and online campaign in April, Reliance is all set to grab your attention “Right Here, Right Now”. A new 3600 campaign developed by TribalDDB, India, uniquely captures the mood of the present Indian consumers, who want everything; right here, right now.
The campaign which will be lead by a TV commercial, followed up with press, outdoor and online advertising, is the second biggest launch for the company this year, after its high profile GSM launch last month.
Speaking about the commercial, Sanjay Behl, Head Marketing, Reliance Communication said that the TV commercial captures the mood of corporate executives & the young Indian consumers who constantly need to be in touch and access the latest Information & entertainment on the internet. These are the new consumers who want everything at the touch of a button and want it really fast.
After a detailed research of young consumers across the country, the agency found out their key requirements from the internet today. This need for speed and high end online applications is what has been projected by the agency team comprising of Anand Karir, Creative Director & Avik Roy Choudhury, Group Account Director, in the commercial.
Basis the consumer insight and requirement from the medium coupled with the product proposition of the fastest wireless internet in India, the campaign projects young people from various walks of life, speaking of their desire to access or use the internet to do varied things from out-of-home locations. As the Broadband+ service is presently available in 35 cities across the country, the projected city specific locations like lake, office, metro & high-rises have been consciously chosen. The commercial entirely shot and post produced abroad by director Llyod Baptista of Nomad Films gives a very premium, urban and aspiration look previously unseen in the category. The entire crew which was specially flown down from various parts of the world got together to create a look that is easy flowing yet with a unique pace to demonstrate the speed of the product. The music further accentuates the mood of the film. Scheduled on go on air from today supported by a huge media blast that will essentially target all media channels that cater to the youth.
For the records, prior to the rollout of the Broadband+ in the market, Reliance had conducted an exclusive online pre-booking campaign that generated around 50,000 pre bookings, a mini history in pre-booking campaigns. The mobile internet market is already dominated by Reliance Communication, which offers an internet access devise using the CDMA 1X technology and with this new Mobile Broadband technology it aims to give internet users a speed that was previously thought possible only with a fixed line broadband connection. Today the sales of the new Broadband+ modem have already surpassed the sales of the CDMA 1X modem. So here’s to the new Indian consumer, a whole new world of fastest wireless internet experiences “Right Here, Right Now”
