A perfect grab on the opportunity showcased by Reliance Communications by using the campaign of “Every Android Bot wants to turn Blue”. Reliance Communications has launched an extensive digital campaign to support its mainline campaign promoting the two-year collaboration with Google to exclusively market Android devices in India. This is pure presence of mind, because with the expansion of Android Smartphones base in India, it posses significant capacity of Brand Leveraging.
Android has positioned itself as a cute GREEN BOT in the minds of the customer since its entry, anywhere we see a green Bot, instantly we could recall Android, this is the power of positioning a brand can create in the minds of the prospect.
Android is something which is “IN” now in the mobile market. The pace with which we see Android growing, there is every possibility that in the very near future we’ll see Android excelling as the Market Leader, most probably just in a year or two. The Mascot i.e. the Green Bot of Android earned significant popularity in the recent years. And to take advantage of this the recent advertisement of Reliance 3G & Android displayed the craving & the hunger in every Android Bot to turn Blue from Green and associate with Reliance. Now this is something what Reliance will be benefited significantly because as an individual brand Android in itself is a Big Brand in the Indian and global market & when such a brand exhibits the eagerness to associate or turn into a brand like Reliance, then you know who’s the beneficiary.
The advertisement also displayed that turning Blue i.e. the Reliance way is not easy, we saw the Green Bot put many efforts to turn blue but ended unsuccessful. But after many efforts ultimately he succeeds by dipping into the Reliance logo & turns out whole Blue and becomes ecstatic. The ad also showcases that after turning Blue, the Bot becomes joyful by this Reliance wants to communicate the message that you’ll always stay happier after joining Reliance.
Reliance has intelligently forecasted that the upcoming 2years are the years to carve out the maximum of the Android’s increasing demand in the market. The coming 2 years are the key, if not Reliance then any other big player would have pounced on this opportunity and posed a serious threat to Reliance, so in all this context it’s a wise move by the Telecommunication giant “Reliance”.