The latest Reliance Communications (RCom) Ad for its GSM enabled cell phones featuring Bollywood superstar Hrithik Roshan fails to create any impact. I am not sure if it would result into Sales for RCom.
We will analyse the ad based on certain parameters:
Creative content: Not at all
USP: not mentioned
Positioning: not mentioned
Target market: there doesn’t seem any target market at all.
Differentiation: nothing
Recall factor: No
The ad content of “relive, remember, recall and respect” is an emotional style of execution but it isn’t anything more than that. The ad doesn’t break the clutter at all. There is nothing worth remembering in the ad except for may be Hrithik.
If you compare it to the Vodafone Zoozoo ads (the comparison is inevitable), then the ad pales in comparison. The Zoozoos charmed the audience and have bought into limelight the Value-added-services of Vodafone and clearly positioned them as VAS providers.
The RCom ads don’t have any of these things. Moreover all the other telecom players such as Airtel, Aircel, Tata Indicom, and BSNL advertised during the IPL. RCom, knowing its history was conspicuous by its absence.
The strategy that they seem to have adopted is to be the sole advertiser during the World T20. The problem though is that they cannot stop the advertisement by these telecom players on other TV networks.
The other problem is that the IPL is an Indian competition. For any match, some part of India would be watching the match as against the World T20 where India has just 7 matches maximum and that too only if India reaches the final. The IPL has 59 matches. The comparison is just not on.
The ad should focus on the 3G aspect which it just mentions at the end. Why not make an ad specifically showing its 3G compatibility and readiness. More so since it is the first 3G enabled GSM-ready network. It straight away gains a first mover advantage over Vodafone, Airtel and other GSM providers.
The objective of the ad should be to focus on the 3G aspect. The differentiation has should be clearly presented. The only silver lining could be their Brand Ambassador Hrithik Roshan. His fan base and versatility as an actor adds a personality to the Reliance brand.
Actually.. Though the ad wants to talk abt the recall factor about old friends and relative, it hardly has any recall factor for its product offering which the consumer need to connect to...
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