Reliance Infocomm is gearing up to meet the new realities of the market place. As competition is seeking to whittle down its price advantage, the company has realised that just price cannot be the USP any longer.

Result: a brand-new campaign that emphasises not just price but also a host of other features, which include the marketers' oldest game-emotions.

The theme of the fresh campaign, called Reliance India Mobile, to be kicked off from July 21, is 'Joy of RIM'.

"The focus of the previous campaigns was to sell the Dhirubhai Ambani pioneer offer. Now, it is time for us to tell the people what the RIM brand stands for," said Kaushik Roy, chief creative officer of Mudra Advertising, the agency that handles the Reliance Infocomm account.

The new campaign also has other features: coverage, clarity and the much-hyped R-world. As opposed to Karlo Duniya Mutti Mein, which was hurriedly put together, the Joy of RIM has been on the drawing board for the last six months.

The campaign comprises two one-minute television spots and four print advertisements, all in keeping with the brand's new mantra, joy.

Mudra Advertising, which has been working on the print promos, has come up with four advertisements featuring the joy of affordability, clarity, coverage and colour.

The television campaign is a visual treat put together by Bharat Bala and Kanika Bala, and consists of a motley mix of people from truck drivers to yuppies from all corners of the country chatting away on their RIMs.

It is shot in the characteristic Bharat Bala style with spruced-up, brightened images of India. The campaign, which has a distinctive Indian flavour, can be seen in Hindi and other regional languages.

"It was Nita Ambani's idea that the film should be a snapshot of the real India with real people. The film also attempts to assure people of the ease and comfort felt while using a mobile phone," said Bharat Bala.