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.

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