Airtel digital TV's campaign to cash in on digitisation

NEW DELHI: Understanding that viewers today are immensely affected by what they see on television, Airtel digital TV has come up with a new campaign that has the message ?sirf cable nahi,. Life badlo?.

The new campaign has also been made keeping in view the competitive perspective, since DTH players in the country are looking at maximising the opportunity created by the government?s implementation of cable digitisation to create top of the mind recall for their brands.

For Airtel digital TV, the marketing and communication opportunity defined was to reinforce the brand?s leadership through a big and completely differentiated take on the category and by appropriating the emotional benefit.

The big communication idea is therefore "great content has the power to transform lives". The territory of transformation in this category is a powerful one for the brand to own, given that it today offers the best content on Indian television, be it through the numerous interactive services or other significant benefits.

The campaign theme is ‘sirf cable nahi, life badlo‘ where each feature or product is dramatised through its impact on life. The campaign sends out a clear crisp communication i.e. television content can shape a perspective, define a point of view and when it?s really powerful, it can change your life.

For the advertising campaign, the team also changed the visual language and tone of voice to make the communication fresh, young and modern: use of a secondary colour, blue, to make digital TV creative distinctive from the rest of Airtel creatives; a modern digital TV logo, presented alongside Airtel; youthful imagery shot from an exuberant perspective to showcase energy and movement; and use of cut-outs and graphics for creative cut-through for print ads.

The brand has rolled out a complete 360 campaign from 9 June - Print, Outdoor, TV, Cinema, Radio and Digital with a special focus on key digitisation centres (Delhi, Mumbai, Kolkata and Chennai). TV and digital campaigns have been rolled out nationally.

The creative agency is JWT while the creative directors are Nishit Shankar and Sumonto Ghosh. The film director is Sainath Choudhury, the producer Purple Vishnu, and the media agency Madison.

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories