Papa main kahan hoon.
Reliance, Reliance, Reliance, anywhere & everywhere we look at, we come across only one name that’s famous for all the right and wrong reasons these days. Right from the inception of the company, Reliance has occupied the most used spot in the grey cells of the Indians. The mention of this name and am sure the mind start scanning all the files created by late Dhirubhai Ambani. I don’t want to go back to history and mention the pains taken by late “D” whose results are being enjoyed by his two sons these days.
Well, I sometimes wonder, why people are so very fond of that name? Aisa isme kya hai jo dusron main nahi? What has Reliance done which no one else has done or thought about ? Quite a thought? The answer: ye andar ke baat hai. Whatever Mr. “D” has done, his sons are doing it even better by using the best selling name in market (Dhirubhai ambani pioneer offer) in terms of evoking people’s sentiments. No matter how the product is, it will sell in the name of Mr. “D”. Giving due credit, Reliance’s core competency doesn’t lie in the field of telecom but full marks to Mr. Mukesh to take such a bold step, convince the entire board to venture into such a painful and costly experience. How can one forget about all the trouble with Qualcomm, the latest one added is the launch of WLL, which I suppose, would be postponed due to problems with BSNL.
What a way to Papa aap kahan ho, sehwag ki maa ka message, yeh kaun bhool sakta hai. There’s a sayin Jaisi karni, waisi bharni……twist a lil and make it look like this: jaisa product, waisa advertising. Reliance has taken the aerial root of distribution, har nukkad, har gali main hum dukan banayenge. First, we have seen every nook and corner of city being flooded with Reliance agents’ just like any insurance agents. The next step of promotion includes chain of pan patti, Chai ki tapri, har dukan aur har makan (though this last step requires a very good piece of house calls). Reliance would get help from Eureka Forbes coz these guys have excellent track record in direct sales. Next in line is Amway which has a huge distribution chain, Reliance gets direct access to all the existing and prospective customers and Amway will get a new product in its catalogue (Reliance mobile phones). Hamara nara, Reliance hamara…jai ho. Hey how can v forget about our desi bhai logs who sell hotcakes “Insurance”. There are quite a few companies who are into insurance. It would be a good idea of selling Reliance mobile phones through these agents. Buy Reliance Mobile phones you get insured for free or take any insurance scheme, you get Reliance mobile phone free.
Reliance also has a new segment which they can cater to: kids in their school. Those days are not far when kids will say to their proud papa: papa, papa main school nahi jaoonga (I won’t go to school) if you don’t have reliance phone. Reliance ke school main padhte hain aur reliance ka mobile nahi ? It’s imperative to have a phone coz the teacher in the school is too boring; she teaches me maths, science and other boring subjects. Papa aap kahani sunao na……aur aagar aap ne phone nahi liya to main sehwag ki maa ko phone karoonga.