With digitalisation dates nearing, many DTH players have ramped up their marketing initiatives. Airtel Digital TV is aggressively tapping four prime markets – Delhi, Mumbai, Kolkata and Chennai. It has rolled out a 360 degree campaign across print, outdoor, TV, cinema, radio and digital to promote its DTH services.
The campaign theme ‘Sirf cable nahi, life badlo’ dramatises each feature/product by depicting its supposed impact on life. It sends out a communication that television content can shape a perspective, define a point of view and when it’s really powerful, it can change your life.
JWT is the creative agency behind the campaign whereas Madison is the media agency.
Commenting on the campaign initiative, Shashi Arora, Chief Executive Officer, Airtel Digital TV said, “To take the next big leap in the category, it was imperative for the brand to infuse new energy into its customer communication. Especially now, with government’s digitisation agenda steadily gaining momentum across the four metros. From a competitive perspective, the DTH players in the country are now looking at maximising this opportunity to create top of the mind recall for their brands.”
For the advertising campaign, the brand changed the visual language and tone of voice to make the communication fresh, young and modern. For example, a secondary colour – blue – was used to make the digital TV creative distinctive from the rest of Airtel creatives.
A modern Digital TV logo has been placed alongside Airtel logo. Youthful imagery has been shot to showcase energy and movement. Cut-outs and graphics have been used for print ad creatices.
The goal is to reposition Airtel Digital TV to drive better recall and customer affinity.
To watch the campaign:
Creative Agency: JWT
Creative Director: Nishit Shankar & Sumonto Ghosh
Film Director: Sainath Choudhury
Production: Purple Vishnu
Media Agency: Madison