DELHI: Reliance Communications, which claims a wireless broadband
in over 1,300 towns, announced the launch of a new marketing
initiative for its latest unique offering, the My Best
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 theyve had to pay exorbitant overage
charges, in other cases most people dont end up using
the data limit theyve signed up for.
To address this ongoing consumer dilemma, Reliance Netconnect
introduced the My Best Plan. As the title suggests,
its 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 customers usage.
The My Best Plan TVC featuring Anoushka Sharma
and Rannvijay went on air on 6 June. 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.
Reliance Communications Limited Group Head Brand &
Marketing Sanjay Behl said, In line with our customer
centric approach, this plan not only takes away the restrictions
which internet users have had to contend with, its 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.
The campaign has been conceptualised 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 integrated campaign leverages key mediums like Television,
Digital, Cinema, BTL, etc: and will be complimented by a first
of its kind app on Facebook.