MUMBAI: Airtel Digital TV is looking at exploiting technology and content as platforms to give the brand a big push.

The DTH player has already launched a campaign to promote the kids channels available on the platform - Cartoon Network, Pogo, Nick, Disney, Disney XD and Hungama. 
 
The campaign primarily focuses on parents whose kids are on vacation due to the summer holidays.

Said Bharti Airtel chief marketing officer Sugato Banerji, "The campaign is majorly running on ESPN as we are a sponsor on the channel and will be getting a GRP push. Also, as it‘s the football season, this is the best time to capture the audience attention."

This campaign will run till June end and then Airtel Digital TV will roll out a new series of campaigns to promote its other content genres such as music, general entertainment, movies and news.

"Currently, our research is still going on and we will begin to unveil the ads once the kids‘ campaign is over. All the ads will run for six to eight weeks. Also, there will also be a balance maintained as we will also focus on campaigns promoting technology as well," added Banerji.
 
Apart from the channels, Airtel digital TV has i-Learn, an interactive channel for kids up to third standard. i-Learn can be accessed with a top up of Rs 10.

The DTH player also has six dedicated gaming channels (i-games) for kids. Among these, three channels are free and the rest can be obtained at Rs 10-15/month with facility of unlimited playing option. These games are specially designed for kids of age group 4-12.
 
 
Getris, meanwhile, is part of Airtel digital TV‘s three screen strategy. Getris is a game which kids can play on mobile, digital TV and computer (through Airtel broadband). This game has different levels and the levels keep unlocking as one switches to a different medium (mobile>digital TV>computer).

While JWT is the creative agency, Madison is the DTH player‘s media partner.