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Reliance 3G: Is this a TV or a press ad?

Simplicity always works best. But simplicity should not be equal to boring. Reliance 3G has put out a cold, antiseptic campaign which fails to engage the viewer

Reliance Communications, for its 3G campaign, doesn't want to solve the nation's population explosion problem (unlike IDEA). Good idea, that! They have tried to keep the ads completely product centric. And the attempt is to bring out their 3G superiority over 'ordinary' suppliers through a product demo. Just as diligent salesgirls would do at their outlets.



I watched two commercials. In one, a cute little girl is seen chanting a nursery rhyme. The TV screen is divided into two halves. When the girl enters the left side (indicating the 'ordinary' 3G supplier) the picture appears heavily pixilated. When she moves to the right of the screen, which is the Reliance 3G zone, the picture is sharp and clear. Similar treatment is given in the second ad. A guitar playing lass is performing a Hindi song. On the left side of the screen her image hangs. And keeps buffering forever. On the right side, of course, it's a cool, uninterrupted show.



Now, I can imagine where the advertiser is coming from. Too much noise on 3G already happening. Too many outlandish creatives going around. Thus confusing the hell out of the user on what exactly 3G does. So let's keep things simple and straightforward. And focus only on the user interface.

Agreed, Sirji. Simplicity always works best. But, and this is important: Simplicity is NOT equal to boring. What Reliance 3G has done is to put out a cold, antiseptic campaign which fails to engage the viewer. Yes, the message is clear, but after that what? How many times can I watch a scientific demo during my entertainment hour? Where's the jaan in the ads?

In fact, these commercials, criminally replicate on TV all that we abhor about press advertising. On the left side of the page is 'sadharan detergent'. And on the right side 'Surf detergent'. And then the inane comparisons. Ads that treat consumers as morons. And to think Reliance has done the same number on the electronic media! Simply crazy, I say.
 
Even if they wanted to stick to the idea of user interface, there had to be a degree of wit happening in the stories to keep the viewer hooked. And this is no rocket science; this is basics of advertising.

By the way, on another note, I took the trouble to watch these ads on the Reliance 3G network. And the ads took their time buffering. This is the haalat of 3G in India. All noise, no substance.

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COMMENTS

Madhusudan Thakkar

5 years ago

Latest ad of Airtel on FRIENDS is simply brilliant.Please review it.

Sachin Purohit

5 years ago

Indeed watching those commercials from Reliance 3G is very boring! I think one of the best comparative ad I have seen is that of Captain Cook Namak Vs "Aapka Manpasand Namak". Though, the product did not quite compete against "Desh ka manpasand namak", the ad still has a good recall value.

SC seeks CBI’s stand on bail pleas of 3 Reliance officials

Their bail applications came up for hearing a day after all the 17 accused completed their arguments opposing the framing of charges against them in a special court exclusively set up to hold their trial in the 2G case

New Delhi: The Supreme Court today issued notice to the Central Bureau of Investigation (CBI) on the bail pleas of three top executives of Reliance ADAG firm, arrested for their alleged involvement in the second generation (2G) spectrum scam, reports PTI.

Agreeing to hear their pleas, a bench headed by justice GS Singhvi asked the investigating agency to file its reply on the bail pleas of ADAG group MD Gautam Doshi, president Surendra Pipara and senior vice-president Hari Nair.

The trio have challenged the rejection of their bail pleas by the Delhi High Court which, on 23rd May had said, "The gravity of the offence itself is sufficient to deny bail". They are in jail since 20th April.

Their bail applications came up for hearing a day after all the 17 accused completed their arguments opposing the framing of charges against them in a special court exclusively set up to hold their trial in the 2G case.

The CBI had in its first charge-sheet filed on 2nd April specified the role of Reliance Telecom (RTL) and its three top officials for their 'complicity' in the 2G spectrum scam.

Mr Doshi, Mr Pipara and Mr Nair, along with the company, have been charge-sheeted for entering into a criminal conspiracy to cheat the government by getting licences in an illegal manner.

The agency had alleged that RTL used Swan Telecom, a firm ineligible for getting the licence, as its front company to get it.

"Swan, at the time of application, was an associate of RTL. Investigations have also disclosed that Tiger Trader Pvt Ltd, which held maturity stake in Swan Telecom Pvt Ltd, was also an associate company of Reliance ADA Group.

"Both the companies had no business history and were activated solely for the purpose of applying for UAS licences in 13 telecom circles," the first charge-sheet in the case had said.

"Investigation has revealed that in Jan-Feb 2007 accused Gautam Doshi, Surendra Pipara and Hari Nair had, in furtherance of their common intention to cheat DoT, structured /created net worth of company Swan Telecom Pvt Ltd out of funds arranged from Reliance Telecom," the agency said.

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