Thursday, November 20, 2008

Reliance not so Reliable!

Well I remember watching this teaser that had a red sofa and the words 'see you at home' and after a while thought it was a Reliance Big TV AD... But today as I was attending this lecture on Business Ethics I was taken by surprise to discover that it was a guerilla marketing tactic used by Reliance. Coz folks this was a teaser by Airtel for its Airtel Digital TV which was stolen by Reliance.

For those wondering what I am talking about, here goes:
"Airtel came out with teasers to launch its new Airtel DTH service. The teaser had just a red sofa and it said 'See you at home'. Well it was obviously an attempt to get the audience thinking as to what the product was about, create a buzz about the teaser and then they'd planned to come out with an ad that would feature celebrities like Saif Ali Khan, AR Rehman, Zaheer Khan, Gautam Gambhir, Kareena Kapoor, Madhavan and Vidya Balan. But Reliance had other plans... It literally stole the teaser by taking advantage of the red sofa teaser to release its product 'Big TV'! It came out with an ad that used the same red sofa and the audio which said 'see you at home' and then Big TV completed the AD and touted features such as 200-plus channels, 32 cinema “halls” and digital quality audio and video."

There were a lot of comments on this act by Reliance.. A few called it cheap, a few said they're unethical & even then there were a few so called Reliance patriots who called it a masterstroke by Anil Ambani.

If you thinking that this is poor advertising ethics used by Reliance then it doesn't just end there coz according to Livemint the wall street journal-
If you (Airtel) are going to tease people, we (Big TV) are going to feed their appetite,” said Bobby Pawar, chief creative officer of Mudra Group, which created the Big TV campaign.
Big TV also notes that Airtel had no copyright claims since the teaser ads ran with no brand logo or name.
“It’s an open market and every player is expected to respond to competition. The campaign also gave us an opportunity to make specific claims on the product,” says Sanjay Behl, group head (brand and marketing) of the Reliance-Anil Dhirubhai Ambani Group."


Reliance have actually crashed Airtel's DTH launch party. If such unethical practices continue I seriously have my doubts on the future of Teaser Ads...!!!

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