Reliance's new TVC pushes digital experience

Reliance's DTH service, BIG TV, has recently rolled out its new TV campaign. Conceptualised by Leo Burnett, the communication aims to showcase the bigness of BIG TV's 200+ channel experience.

Commenting about the task at hand, Ujjwal Kabra, copywriter, Leo Burnett said, "We needed to advertise the fact that today, Reliance BIG TV offers over 200 channels, giving its customers the maximum choice of top class entertainment, more channels, more features and more variety than they can ever ask for."

Watch the TVC here:

Reliance BIG TV from Campaign India on Vimeo.

Titled 'The Channel Surfer', the commercial is a montage of situations, where a young boy is shown to be a part of situations straight out of a television set! For instance, the boy is shown to be a part of a scene from a soap opera, while in another instance he's shown to celebrate the T20 World Cup win with the Indian Cricket team. In yet another scene, he's part of Tom and Jerry's world, while he suddenly manages to be a part of a shot from a Bollywood movie. At the end, the viewer realises that the boy is actually watching all of these scenes on  BIG TV. However, BIG TV's channel experience makes him feel like he's actually a part of all that is happening on television.

Commenting about the idea behind the campaign, Kabra added, "With BIG TV's inherent ‘larger than life’ brand appeal, we focused on building on customer’s experience of such an offering. The big idea was simple yet powerful – ‘BIG TV provides you with an experience so real, you end up actually living it, while sitting in your living room’. From this we built a story for our customer who travels through various experiences in typical filmy style – action, drama, comedy, suspense, soap operas, sports and many more."

When asked as to how this campaign aims to be a differentiator in the increasing DTH market, Kabra says, "In a market increasingly dominated by tactical price points and fragmented package-led advertising, this campaign makes the most of an opportunity to build on the quality and brand value of BIG TV’s offerings with a focus on the totality of the entertainment experience that it provides, while retaining its distinctive ‘larger-than-life’ flavor of communication."

The commercial has been shot by Prashant Issar of Corcoise Films. The creative team includes KV Sridhar (Pops)- national creative director, Nitesh Tiwari - executive creative director, Prathamesh Ghate - creative director and Kabra.

At this point, the campaign is relying only on TV.