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.
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
