Reliance Infocomm campaign floods

Category: Reliance | No Comments | Posted on August 25, 2005

Article on agencyfaqs critiquing the recent ad campaign by Reliance Infocomm touting the benefits of its services for its customers during the recent Mumbai floods.

Of all the operators, networks of Reliance and Airtel faced lower downtimes. But going by their overall performance, there didn’t seem to be much put into contingency planning or disaster recovery by the telcos.

The campaign shows various situations in which people were stuck during the floods, and how, each time, the various features offered by RIM came to their rescue. The creative idea behind this campaign is certainly effective. However, there is risk associated with advertising of this kind. Using the backdrop of people’s misery to sell a brand might upset consumers who have been through the tragedy.

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