So the BIG boys are finally here with their TV offering – after years spent in a clandestine beta program, billions spent on a content land grab like no other, and, surprisingly, without the services of a certain commercially spent star clan with whom the parent company has a seriously fishy (very jingha lala) and cloying alliance.
And while the BIG TV commercial speaks telegraphically and in a mildly humourous manner about the larger-than-life experience of the product (certainly more interestingly than Shah Rukh Khan’s wish-y washy number for competitor Dish TV), the outdoor gets straight to the point with the execution, pictured here, of a clearly suggestive ‘Bigger is so much more satisfying’ theme.
Honestly, the brand custodians at ADAG have shown remarkable restraint, thus far. When they unveiled the BIG brand, I fully expected the Brothers Ambani saga to devolve quickly from “Bhai ho to aisa” to “Mine is biggest”, but “TV ho to BIG TV ho” took a long time coming. You don’t have to be a Dan Brown-loving, fanatical conspiracy theorist to see the obvious phallic symbolism evident in the “Reliance Apex”, the design of which was reputedly brought in, curtailing the services of the mighty Landor and Prophet.
Am now very excited to see if the more reticent folks at Reliance (“Classic”, “Original”, “Bigger”? What is the correct suffix for the “other” company?) will respond to the provocation – or whether they will take the high road and redefine the game by allowing ADAG to be a big fish in a smaller pond.