MAM
Grey creates new Reliance Communications TVC
MUMBAI: Reliance Communications has launched a new television commercial titled ‘All Share Postpaid Plan‘.
The TVC has been conceptualised and created by Grey India.
This is the first time that the campaign is introducing brand ambassador Anushka Sharma‘s family in the commercial. Earlier the ads focused on Sharma and Ranvijay.
Grey India NCD Malvika Mehra said, “There is a new energy in this film because for the first time we are introducing Anushka‘s family. The chemistry between all the characters on the set was so natural and effortless, one would think they are actually related. There is also an interesting take on the music. We purposely did a ‘filmi‘ and dramatic track in sync with the ‘joke‘ they all are playing on the poor brother. All in all we think the film showcases the plan in an entertaining manner‘
“This was a great product and it gave us a chance to portray Anushka in a completely different context. Yet we wanted to keep Anushka in the sane mischievous, slightly wicked zone, so I suppose the brother had to bear the brunt of her prank. And we were also fortunate that we had stalwarts like Kitu Gidwani and Jayanth Kriplani to play her parents. It was great to catch the tremendous energy and chemistry on set. This is the first film in this series and we‘re sure, as the Family set piece develops it will be very popular” Grey ECD Vishnu Srivatsav added.
Produced by Rising Sun, the film has been directed by Shoojit Sircar.
According to Reliance Communication Sanjay Behl group head – brand and marketing said, “”All Share Postpaid Plan” is the first of its kind offering in the country to provide compelling new experience to subscribers using multiple smart communication devices with the exclusive facility to share Voice, Data and Text on a single bill giving them affordability along with great convenience. We are confident that our customers will enjoy sharing of Talktime, Data and Text among their members on this plan that will help them save on their bill every month through our innovation of ‘One Bill‘ concept for the entire family or group.”
In the television commercial, Sharma‘s teenage brother, a vulnerable-looking boy, storms into the room where she is watching TV with the parents (played by Jayant Kriplani and Kitu Gidwani) with a Reliance phone bill in hand, looking a little miffed. He puts the bill down on the table and demands an explanation for why his name does not feature on the bill for a plan that is supposed to be shared by a family. Sharma sees this as an opportunity to play a prank on her unsuspecting brother. She tells him that it‘s because he‘s not a part of the family. She says “tu maa ko mandir ki sidhiyon pe mila tha”. The boy stands there looking devastated. It‘s only when Sharma and parents burst into laughter that the boy knows it was a joke. When the boy begins to leave the room in disgust, Sharma smothers him with sorries and lovingly pulls him on the couch laughing and saying “tujhe bhi adopt kar lenge plan main”. The boy drops his grudge and finally looks happy to know that he‘s in the family and will soon be on a plan that allows sharing of talk, text and data with the family. Which, the commercial reiterates, is simply better.
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
