Recently, afaqs! reported how Reliance Anil Dhirubhai Ambani Group's Big TV revealed an all new brand campaign called Joy of Ownership. Spread across six weeks, this multimedia campaign has customer advocacy as its core theme. The brand activation will include print, radio, online, OOH (out of home), television and BTL (below-the-line). More than 100 publications, 50 radio stations and 1,000 websites are being leveraged for the Rs 50 crore campaign.
Reliance Big TV plans to go aggressive with this campaign to ensure that no touch points are left unattended during the festive season. The campaign is based on the key triggers including superior viewing experience, freedom from the cable operators, wider choice of channels and change in lifestyle and television viewing experience.
What's interesting is that no traditional OOH media such as hoardings, billboards, bus shelters or pole kiosks will be used as part of this campaign. Rather, the company plans to focus on in-store point of purchase displays highlighting the features of Reliance Big TV all across the country.
Discussing the potential of POP displays, Umesh Rao, senior vice-president, Reliance Big TV, tells afaqs!, "As retail is one amongst many ways to reach our customers, the POP display attracts the prospective consumer and creates a direct connect with the audience when they experience the Reliance Big TV demonstration. Point of sales material will also be available across the stores in 45 cities."
A 'Display and Win' contest targeting retailers has been initiated to widen the brand's reach to consumers at retail outlets. For this, the cities are split into five zones, with approximately 150 outlets in each zone. To win, retailers will be required to use their ingenuity and creativity to display Reliance Big TV in the best possible manner and winners from each zone will be rewarded with attractive gifts.
Rao adds, "The new brand campaign is structured on customer advocacy and aims to promote joy of ownership of Reliance Big TV. The retail display contest is in line with the company's strategy to build greater empathy with the channel partners and push for conversions at the point of consumption."
Reliance ADAG has allocated about 20 per cent of its overall ad budget to OOH for this campaign. Leo Burnett is the agency on record that is handling this creative campaign.