MAM
Reliance Netconnect’s campaign has Anoushka & Rannvijay as brand ambassadors
NEW DELHI: Reliance Communications, which claims a wireless broadband in over 1,300 towns, announced the launch of a new marketing initiative for its latest unique offering, the ‘My Best Plan’.
The ‘My Best Plan‘ is based on the consumer insight that most internet data dongle users have to pre-determine their data usage and confine themselves to a fixed data usage plan. In fact they have to ensure that their usage is within the limits of the plan to avoid paying high over usage charges. Despite this, most users have gone through ‘Bill Shocks’ at some point, where they’ve had to pay exorbitant overage charges, in other cases most people don’t end up using the data limit they’ve signed up for.
To address this ongoing consumer dilemma, Reliance Netconnect introduced the ‘My Best Plan’. As the title suggests, it’s a data plan that automatically adjusts itself to generate the lowest bill every month. This eliminates bill shocks & also takes away the hassle of choosing the right data plan basis a customer’s usage.
The ‘My Best Plan’ TVC featuring Anoushka Sharma and Rannvijay went on air on 6 June. Through a fun, engaging, slice of life situation, the TVC persuades the consumer to make the smarter choice by selecting the ‘My Best Plan’. The pairing has already created quite a lot of buzz through their previous campaigns and this campaign only heightens the drama & the chemistry between the two of them.
Reliance Communications Limited Group Head – Brand & Marketing Sanjay Behl said, “In line with our customer centric approach, this plan not only takes away the restrictions which internet users have had to contend with, it’s also another step towards enabling growth of data consumption in India. We already provide superfast broadband speeds in more than 1300 towns in the country & this initiative ensures that we continue to deliver superior value to our customers.”
The campaign has been conceptualised by Grey India and has been directed by Shoojit Sircar, a well known ad film maker whose directorial venture of 2012 – Vicky Donor was a runaway success at the box office.
The integrated campaign leverages key mediums like Television, Digital, Cinema, BTL, etc: and will be complimented by a first of its kind app on Facebook.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
