On the other hand, we have the new and youthful ‘Reliance Infocomm’, which has absolutely gone berserk with colours. Their new ad celebrates 2.5 million customers (and growing). However, the positioning goes haywire. The ad features these young twenty-somethings humming the new Reliance signature tune, while facts about the company appear to their right (in colours that I can only call vulgar). The average Reliance customer is NOT a twenty-something youngster. It is more likely to be a gujju businessman, migrant north indians (who need to call home cheap), small business owners, the neighbourhood DSA employee, and in short, any cost conscious group. I am a twenty-something, and the ad does nothing for me. Zip. It’s like a nuisance video clip that I have to endure, while hoping that the Nokia n-series ad comes on again.
What seems to have happened is that Anil Ambani has decided that all his brands will be ‘youthful’, in stark contrast to brother Mukesh’s staid brands. So, suddenly Reliance Infocomm (which had, and continues to have no brand attributes associated with it except cheap) finds itself in a desperate situation trying to be young and hep, instead of being itself – a lesson that is as important for a brand as it is for us mortals.