Reliance Smart is a large grocery retail brand, which offers Every Day Low Prices. They have huge offers around the big 4 retail occasions in India and regular communication around offers and store openings. All of this tends to become a bit too functional and about driving the ‘value / low price’ perception.
The question was, how to build emotional brand connect even while a large part of the regular communication does the business building hard-work.
We decided to use the power of emotionally laden occasions (like the new year in this case), to share a warm, non-salesy message with people. The message was quite simple – shed the baggage from the past and make a new beginning.
Bringing back Asrani was a coup that tripled our joy. And added steam to the over 5 million views that we got for the Reliance Smart and Fresh film – #NayiShuruat and a lot of positive coverage in trade media with publications such as Agency FAQs, AdGully, AdAge, E4M, among others.