Reliance resQ, a service brand for home electronics and appliances, has rolled out a campaign, ‘Reliance resQ Care Plan - Taaki Khushiyon Ki List Kabhi Chhoti Na Ho’, to spotlight the stress that comes when an important home appliance suddenly stops working.

The campaign comprises an ad film conceptualised by SW Network. 

Set inside a familiar Indian household, the film captures the quiet calculations many women make to keep their homes running smoothly. As she budgets monthly expenses, a sudden appliance breakdown forces her to give up a personal wish she had planned for herself. When her son notices the silent sacrifice and tells his father about the saree she wanted for an upcoming wedding, the father surprises her with it, reassuring her that the fridge repairs will be covered through the Reliance resQ Care Plan. In doing so, the campaign moves beyond appliance servicing to highlight the peace of mind and reassurance families seek when unexpected expenses disrupt everyday life.

What we think about it: The film works because it roots a functional service proposition in an emotionally familiar middle-class reality, making the appliance breakdown feel less about technology and more about the quiet compromises that hold families together. While the storytelling leans heavily into sentimentality, the Reliance resQ Care Plan still lands as a practical reassurance rather than feeling like an afterthought.

Vinit Patil, creative director, 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.”

Himani Mangtani, business head - Mumbai, SW Network, added, “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 focuses on the emotional reality of appliance breakdowns, the stress, disruption and everyday financial calculations families instantly relate to.”