Moonlit Shadows

If you want to learn something about planning, these are the guys you would want to talk to. Planning their 4G launch for the past five years, Reliance has been doing their homework really well. The Past: We all remember those tiny Reliance handsets which took the market by the storm and created a near monopoly for Reliance in that specific market segment. My mom still has one of those phones and believe me, they're durable. With the advent of severe technological changes and shortening of a product's (mobile phones) consumable life cycle, along with a rise in standard of living, Reliance has realized that the same model won't work twice. That's the good part, learning. Now comes their implementation. Breaking & Entering:  Airtel has bought the frequencies and the ad spots, launching it's 4G in certain specific regions and are publicizing it as much as they can. Airtel played it safe and kept their image and branding solely limited to the whole...