Tuesday, April 01, 2008

BRAND : Reliance mobile

AGENCY : Leo Burnett
BASELINE : Music har jagah. Digital FM...kuch.
DESCRIPTION: From a guy sitting on a terrace to a bunch of girls at the poolside, everyone’s tapping their feet to ‘Yeh duniya khel tamasha’ by Kailash Kher played on FM. Cut to three youngsters, who were tapping their feet, they change the FM channel on the new Reliance handset and start enjoying another song. The VO says, “Reliance pesh karte hain classic colour phones, jisme hai digital FM radio ke saath vishva star ke features.”
4Ps TAKE: Yet again, Reliance is out with its all-new collection of classic colour phones. The idea is to introduce its latest range in the market focusing on its USP: FM radio. The target audience are youngsters & music lovers, especially students who can’t afford a handset with a heavy price tag. The reward to the prospect is that these handsets have reasonable price tag, yet loaded with features. The communication is done via two hot songs to target young audience. So, are you ready to groove with the hot new range of colour phones from Reliance?

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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