The Reliance Anil Dhirubhai Ambani Group's Big TV, a DTH (direct to home) service provider, has come up with a new brand campaign, Joy of Ownership, using customer testimonials.
The television ad has an attractive lady talks about how Big TV is the best. It shows how her gadget-freak husband was disappointed to find his new LCD TV not performing as expected. She very convincingly tells viewers that the upgrade was incomplete without Reliance Big TV.
The communication message of the campaign is 'Real, insightful and engaging'.
Spread across six weeks, this 360 degree high-decibel campaign has 'customer advocacy' as its theme.
Based on the insights derived from various consumer research surveyss done by Big TV, in collaboration with Millward Brown DTH Brand Track, the Joy of Ownership campaign rests on four advertisements around customer testimonials. The campaign has been ideated by Leo Burnett and the film has been executed by Ramesh Deo Production.
''Keeping up with the trend of not involving a celeb brand ambassador, the new TV commercial is structured on customer advocacy designed to promote a sense of 'joy of ownership'," says Umesh Rao, senior vice-president, Reliance Big TV.
Nitesh Tiwari, executive creative director, Leo Burnett Mumbai, says the brief given to the agency was "to share the joy Reliance Big TV has brought to its users and their reasons to move away from cable".