The Reliance Big TV campaign focuses on a superior viewing experience, freedom from the cable operators, wider choice of channels and change in lifestyle and television viewing experience. The company plans to focus on in-store point of purchase displays highlighting the features of Reliance Big TV all across the country.
The campaign will target retail outlets spread across 45 cities including Mumbai, Delhi, Ahmedabad, Bengaluru, Chennai, Vishakhapatnam, Nagpur, Pune, Baroda, Jaipur, Amritsar, Hissar and Raipur, covering about 40,000 electronic showrooms, TV showrooms and multi-brand TV outlets nationwide.
The company is using POP displays as they attract prospective consumers and create a direct connect with the audience when they experience the Reliance Big TV demonstration.
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.
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.
Recently the new brand campaign called Joy of Ownership was launched. 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.