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The campaign seeks to establish the “Speed” credentials and product superiority of Reliance
Netconnect’s latest Hi-speed wireless Internet product in a very edgy, exhilarating and engaging way.
The campaign reiterates the fact of being the fastest wireless broadband in the country with speed up to
28mbps.
Shot & post produced internationally, the Reliance Netconnect TVC focuses on the thrill, adventure and
most importantly the speed of Reliance Netconnect. All the three action packed films in the campaign
were weaved with the intention of testing real users thrown into extraordinary circumstances where a
difference of a second decided life or death. Whether it’s the girl stuck in a flaming car, the college kid
facing a wild elephant in the jungles or the boy tied up as a train charges towards him, drama, tension,
excitement and the speed of the Reliance Netconnect dongle are the key ingredients in all.
Mr. Sanjay Behl, Group Head- Brand & Marketing, Reliance Communications said, “With our world-
class network quality and wireless data penetration in over 1000 towns, we are confident of delivering
the fastest Wireless Broadband speed in the country, tested at levels of upto 28 MBPS, powered by the
superior MIMO Technology. The ad campaign demonstrates that Reliance Netconnect's GSM and
CDMA wireless data product range delivers the best broadband speeds in over 1000 towns
across the country, thereby resulting in a delightful customer experience"
The films have been produced by Biscuit Films & directed by renowned Hollywood director John Bonito
and shot and post-produced entirely at International locations.
Mr. Jishnu Sen, CEO, Grey Worldwide adds - “Everybody in this new changing India is working with
the realization that there are more opportunities and horizons to discover around the corner. They need
to devise smart cuts in life to reach their goals faster. So they can’t live life by ‘buffering’… they need to
SPEED UP to succeed. It’s Fast. Are You? Is a fitting summation of this attitude.
The campaign designed around speed tests was a completely novel way of bringing alive the super
speeds of Reliance Netconnect. The life and death situations showcased in the campaign require both
Netconnect and the user to act really fast.”Executive Creative Directors of Grey Mumbai Rohit Malkani and Karan Rawat expressed their excitement about the new set of films - “The process actually began more than two months ago, when
we cracked these scripts. Speed has been communicated in this category in a zillion ways and finding
a new way was the toughest part. We had to deliver the speed promise yet stick with our ‘demonstrably
superior’ positioning. After some serious brainstorming, the team came up with ‘It’s fast. Are you?’
“We knew we were on to something exciting, fresh and break through the moment we had penned the
script.”, they added.
“Searching for the right director took us almost a month, till we narrowed down on L.A based John
Bonito. It’s been a whirlwind yet thoroughly enjoyable experience and a true team effort. The result is 45
seconds of action packed; nail biting drama with a rush that can leave you panting. The films have kept
us on the edge of our seats for the last two months, it’s now time for our consumers.”
Talking about the new communication campaign, Amit Akali, National Creative Director, Grey India
said, “These Reliance Netconnect films certainly aren’t in a typical advertising format. They’re different
from what you expect to see in an ad film. They test the viewer, make him think a little bit as to what
actually happened, how the protagonist actually escaped, maybe even think about what they would
have done in a situation like that.”
The campaign is in line with Reliance Communications’ “Wirefree India” vision, which it has set to trigger
its march towards a dominant leadership position for its latest superfast Netconnect broadband.
About Reliance Communications
Reliance Communications Limited founded by the late Shri Dhirubhai H Ambani (1932-2002) is the
flagship company of the Reliance Group. The Reliance Group currently has a net worth in excess of Rs.
89,000 crore (US$ 19.7 billion), cash flows of Rs. 10,900 crore (US$ 2.3 billion), net profit of Rs. 3,600
crore (US$ 0.8 billion).
Reliance Communications is India's foremost and truly integrated telecommunications service provider.
The Company, with a customer base of over 150 million including over 2.5 million individual overseas
retail customers, ranks among the Top 4 Telecom companies in the world by number of customers
in a single country. Reliance Communications corporate clientele includes over 35,000 Indian and
multinational corporations including small and medium enterprises and over 800 global, regional and
domestic carriers.
Reliance Communications has established a pan-India, next generation, integrated (wireless and
wireline), convergent (voice, data and video) digital network that is capable of supporting best-of-class
services spanning the entire communications value chain, covering over 24,000 towns and 600,000
villages together with a broadband coverage of 1000 towns. Reliance Communications owns and
operates the world's largest next generation IP enabled connectivity infrastructure, comprising over
277,000 kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific
region. |
