Enkayaar, Bollywood Trade News Network

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Though India did not perform to the expectations in the T20 World Cup cricket tournament and had to face an unceremonious exit, the Reliance Mobile's campaign launched to coincide with the T20 World Cup featuring Hrithik Roshan was a great success. It was fist campaign in the communication arena where the celebrity was used as a celebrity reviving his old contacts right from the school days and indicative about the reach of the network to re-ignite the old passion.

Hrithik Roshan, who is symptomatic of the ambitions of the youth of the country, and the campaign coinciding with his winning the Best Actor Award at IIFA in Macau, played himself in the campaign. In this campaign Hrithik was used as himself rather as a jock, that is normally done with the celebrities when they appear in the campaigns, and shuffling from past to present where he communicates with the child and introduces him to the outreach of the network, the campaign has been structured in an efficient manner. It addresses the friends, teachers, and kids etc., sort of inviting them to associate with the brand that Hrithik was endorsing.

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Fortunately for this campaign, it was the only advertisement of a communication campaign in the present T20 World Cup so its recall proposition riding on the popularity of Hrithik Roshan was much more as compared to plethora of campaigns that made their debut in the IPL Tournament that was recently concluded in South Africa.

The choice of Hrithik Roshan as the brand ambassador of the new Reliance initiative in the GSM sector is underlining the importance that in the world of advertisement telecommunications is at the forefront and novel campaigns are being built around it, riding on the value propositions that the stars command. Mobile phones have become an object of endearment and it is this endearment that is being communicated through various advertisement campaigns in most innovative manner.

So an Abhishek Bachchan's "What an idea", is now the slogan of Mumbai Indians, while the oomph, sexuality and glamour that Priyanka Chopra represents through her Nokia advertisement is again an emphasis on the kind of image that Priyanka Chopra has in the minds of the average audience. It indeed would be an interesting proposition to study the outreach that these innovative campaigns are building up to create an emotional chord with the audience.