Reliance Communications, India's fully integrated telecommunications service provider and market leader in wireless broadband category with the largest footprint in over 1,300 towns, on Friday launched a new marketing initiative for its latest unique offering, the ‘My Best Plan’.
The campaign has been conceptualized by Grey India and has been directed by Shoojit Sircar, a well known ad film maker whose directorial venture of 2012 Vicky Donor was a runaway success at the box office.
The My Best Plan is based on the consumer insight that most internet data dongle users have to pre-determine their data usage and confine themselves to a fixed data usage plan. In fact they have to ensure that their usage is within the limits of the plan to avoid paying high over usage charges. Despite this, most users have gone through ‘Bill Shocks’ at some point, where they’ve had to pay exorbitant overage charges, in other cases most people don’t end up using the data limit they’ve signed up for.
To address this ongoing consumer dilemma, Reliance Netconnect introduced the ‘My Best Plan’. As the title suggests it’s a data plan that automatically adjusts itself to generate the lowest bill every month. This eliminates bill shocks & also takes away the hassle of choosing the right data plan basis a customer’s usage.
The ‘My Best Plan’ TVC features the gorgeous duo of Anushka Sharma and Rannvijay. Through a fun, engaging, slice of life situation, the TVC persuades the consumer to make the smarter choice by selecting the ‘My Best Plan’. The pairing has already created quite a lot of buzz through their previous campaigns and this campaign only heightens the drama & the chemistry between the two of them.
“In line with our customer centric approach, this plan not only takes away the restrictions which internet users have had to contend with, it’s also another step towards enabling growth of data consumption in India. We already provide superfast broadband speeds in more than 1300 towns in the country & this initiative ensures that we continue to deliver superior value to our customers”, said Sanjay Behl, Group Head, Brand & Marketing, Reliance Communications Limited.
The integrated campaign leverages key mediums like Television, Digital, Cinema, BTL, etc. and will be complimented by a first of its kind app on Facebook, where a customized video bill will be generated for users’ basis their Facebook data usage history.