Mumbai: Reliance resQ has launched its latest brand campaign titled “Reliance resQ Care Plan – Taaki Khushiyon Ki List Kabhi Chhoti Na Ho,” spotlighting how unexpected appliance breakdowns can quietly disrupt the small joys and aspirations of Indian families.
The new film is rooted in a relatable consumer insight observed across households — the monthly balancing act between essential expenses and small personal wishes. The campaign highlights how unforeseen repair costs often force families, especially homemakers, to set aside their own desires in order to manage household priorities.
Narrated in a soft and emotional tone, the film follows a mother preparing her monthly household list, which includes groceries, school fees, and a saree she has been looking forward to buying. When the family’s refrigerator unexpectedly develops a fault, she quietly removes the saree from the list to accommodate the repair expense.
The story then transitions into a reassuring moment when the father returns home carrying everything on her list — including the saree — and reminds her that the repair is already covered under the Reliance resQ Care Plan purchased along with the appliance.
The campaign’s closing line, “Taaki aapki khushiyon ki list kabhi chhoti na ho,” reinforces the message that families should not have to choose between managing appliance repairs and preserving everyday happiness.
Speaking about the thought behind the film, Vinit Patil, Creative Director at SW Network, said, “In Indian homes, people don’t talk in the language of warranties. They talk in the language of ‘abhi kharcha aa gaya toh?’ We wanted the film to feel honest to that reality because when an appliance breaks down, the stress is never only technical.”
Talking about the strategic thinking behind the campaign, Himani Mangtani, Business Head – Mumbai, SW Network, said, “The challenge was to make a functional category feel deeply human. While the Reliance resQ Care Plan offers protection against unexpected repair costs, the communication focused on the emotional reality of appliance breakdowns, the stress, disruption and everyday financial calculations families instantly relate to.”
Through the campaign, Reliance resQ aims to position its Care Plan as a dependable support system that offers consumers peace of mind against unforeseen appliance repair costs.
The film has been rolled out across digital and social media platforms including YouTube, Instagram, Facebook, and LinkedIn.
