Reliance Digital wants people to find their My Asli Connection

With Diwali just around the corner, Reliance Digital, India’s No. 1 electronics chain, has unveiled a bold new campaign “My Asli Connection”.  The campaign, conceptualised by 21N78E Creative Labs, nudges people to spend quality time with their loved ones during Diwali rather than spending endless hours binge watching or being on social media.

Kaushal Nevrekar, EVP & CMO, Reliance Digital says “The brief to the agency was to drive the engagement with consumers and create messaging that is very relatable. Staying true to our brand values, we are in fact telling people to take a pause from their hectic lives and spend quality time with family and loved ones. Festivals and other family occasions are those rare moments and we should all make the most of them.” 

According to Sudhir Nair, Founder & CEO, 21N78E Creative Labs, “This was a dream brief. When we started ideating, all of us had that quiet penny dropping moment of realisation. I can speak for myself and am guilty of being subsumed by work and the virtual world; that I have at various moments made myself non-existent emotionally, while being physically present with family. We are hoping the film will make the requisite impact and cue all of us to look inwards.”

Elaborating further, Navin Kansal, Chief Creative Officer, 21N78E Creative Labs said “Easy, instant and unbridled access to entertainment and information can have its own pitfalls. From gaming to social media to binge watching to chatting, this inadvertent need to get a dopamine fix, creates a sense of isolation that is acutely felt by parents and the older generation. The film looks to cast a spotlight on the same and coupled with a lilting music score and a compelling narrative, we are confident that it will resonate with the audiences.”

The campaign is being rolled initially across all digital platforms.

Brand: Reliance Digital

Client: Kaushal Nevrekar (EVP & CMO), Manoj Jain (Head of Marketing), Vishal Chopra (DGM – Marketing), Nisha Kallianpur (Manager – Marketing)

Agency: 21N78E Creative Labs

Creative Team: Navin Kansal, Kamlesh Deokar, Vinita Lobo, Rucha Gotarkar

Account Management: Neeraj Karkera

Chief Creative Officer: Navin Kansal

Chief Executive Officer: Sudhir Nair

Production House: Coherent Mediaworks

Producer: Sachin Yadav

Direction: Jay Bhansali

Music: Bharat Hitarth

Editor: Nikhil Sen

Voice Over: Vijay Raaz