Grey's new TVC for Reliance Netconnect 'It's Fast. Are You?'

Company Brief

Mumbai, August 22, 2011

Reliance Netconnect brings people the internet at unbelievable speeds. Surfing, downloading, streaming, you name it and it’s done in a flash, at up to 28 mbps. So when it comes down to advertising a product this good, clearly nothing run-of-the-mill will do.

Enough has been done and said about fast dongles. The challenge was to actually prove it. So a campaign was cracked, that tested the brand’s core promise of speed, by testing its users. But these weren’t ordinary tests. These were situations where a second or two meant the difference between life and death. Situations that required both, the dongle and its user to think fast and act faster. That’s how, ‘Reliance Netconnect. It’s Fast. Are You?’ came about.

The set of 3 action-packed films, are sure to keep viewers on the edge of their seats. Whether it’s the girl stuck in a flaming car, the college kid facing a wild elephant or the boy tied up as a train charges towards him, drama, tension and excitement are the key ingredients in all. And speed is the only way out.

All they have in their possession is a Reliance Netconnect dongle and their wits. But will it be enough to save them?

Talking about the new communication campaign, Amit Akali, National Creative Director, Grey India said, “Demonstrable superiority is the overall platform/positioning for Reliance Wireless, which we’ve already brought to life in the 3g films where we demonstrated through a split screen how Reliance 3g is better than other 3g networks. Here, we decided to demonstrate how fast 28 mbps really is and more importantly, what it means to the consumer.”

He further added, “These films certainly aren’t pat or in a typical advertising format. They’re different from what you expect to see in an ad film. They test the viewer, make him think a little bit as to what actually happened, how the protagonist actually escaped, maybe even think about what they would have done in a situation like that.”

Executive Creative Directors of Grey Mumbai Karan Rawat and Rohit Malkani are uber excited about the new set of films - “The process actually began more than two months ago, when we cracked these scripts. Speed has been communicated in this category in a zillion ways and finding a new way was the toughest part. We had to deliver the speed promise yet stick with our ‘demonstrably superior’ positioning. After some serious brainstorming, the team we came up with ‘It’s fast. Are you?’

We knew we were on to something exciting, fresh and break through the moment we had penned the script. Searching for the right director took us almost a month, till we narrowed down on L.A based John Bonito. It’s been a whirlwind yet thoroughly enjoyable experience and a true team effort. The result is 45 seconds of action packed, nail biting drama with a rush that can leave you panting. The films have kept us on the edge of our seats for the last two months, it’s now time for our consumers.”

These ads are also being rendered in 3D and will be aired in select Multiplexes that have the equipment to air 3D.

For further information, please contact:

Grey

Sonal

Mobile: +919820599480

Email: Sonal.Sheth@grey.com