The 501 image

Category: Reliance | No Comments | Posted on September 15, 2005

Reliance Infocomm is working on overhauling its ’501′ brand image. Infocomm’s advertising does not have the class seen in ads of Hutch, whose “You and I” campaign won rave reviews.

Reliance has the image of being a common-man’s mobile service, providing value for money. Despite initial billing hiccups they have managed to gain consumer mindshare and marketshare. Their only competitor on price is government-owned BSNL.

Reliance Infocomm has taken the help of either celebrities like cricketer Sehwag or actor Paresh Raval or focused on the pricing factor with emphasis on the 40 paise talktime at the time of launch of services or the Rs 501 phone at the time of the Monsoon Hungama offer.

To an extent, the “unclassy

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