Please feel free to correct me if i am wrong but the real problem i can see in this case is the disconnect between the vision behind Reliance Mobile which also transcends into its USP and the kind of connect the ad tries to make.

I have to say i really didn’t care very much for the Ad but more then that what surprised me was the way Reliance was trying to market it’s product. Lets understand what Reliance really is selling its connections on- the one golden mantra (at this point at least as all the add ons are really not being pushed much) is the price. What Reliance really needed to do was look at the savy businessman- the man who valued the cost advantage Reliance provided them. Talk to them how much cheaper it could be for him and perhaps his organisation if they switched to Reliance. Thats what you needed to talk about- how the cost advantage could translate into better channelising of funds for an individual or an organisation. That would have been a powerful message. Lets look at the youth segment- advertise the cost advantage while never ever letting the product go down market. The youth segment which would always regard cost as important also finds the need to be considered upmarket and trendy extremely important. In their case a powerful brand ambassador would have been perfect.

The advertisement itself focusses on some wierd kind of connect between the phone and a winner. What makes the winner, let me know if you find out. I think Reliance forgot something very important- ’’the consumer isn’t stupid. She’s your wife’’