The DTH space in India will get a new player from October 9 with the entry of Airtel DTH service – Airtel Digital TV. After a series of teaser ads, Airtel DTH is now launching a TVC to coincide with the launch on October 9. The 65-second commercial has been conceptualised by JWT Delhi and sports the tagline ‘Come home to the magic’.
The TVC has been directed by Abinay Deo, while Ramesh Deo Productions is the production house. Madison Media is the media agency, while Cell18 has designed the DTH programming guide.
Airtel Digital TV will offer 175 channels across 62 cities in the first phase of the launch. Initially, the company has introduced three different packages for the North and South markets. For the Northern market, the package starts from Rs 2,499, while for the South, the package would start from Rs 1,499. Depending on the language and genre of channels, the monthly tariffs would range from Rs 125 to Rs 424.
Manoj Kohli, CEO and Managing Director, Bharti Airtel, said, “At present, there are five DTH players in the Indian market. There are 225 million households across the country, however, the penetration for DTH services is only 3 per cent. This is the right time for Airtel to enter the market. The launch of Airtel Digital TV is the culmination of our ‘three screens’ strategy – which is to be present across mobile phone, computer and TV screens. We are very clear at Airtel and will take over as a leader of the sector as soon as possible. Airtel Digital TV uses the MPEG4 standard with DVB S2 technology, which translates into picture clarity and consistent high quality audio for the customer.”
“Besides the latest technology, Airtel Digital TV brings many firsts to the DTH segment in India – universal remote for both set-top boxes and TV, which offers enhanced viewer convenience, exclusive content such as WorldSpace radio, interactive applications such as iMatinee, iTravel , iShop, and low battery indicator on the screen among others,” Kohli added.
Commenting on the campaign, R Chandrasekar, Senior Vice-President - Marketing, Bharti Airtel, said, “Being the culmination of the mobile, TV and computer screens, the new offering spells ‘magical entertainment’. This was the starting point of the campaign.”
Talking about the creative brief, Chandrashekhar added, “The TVC is a co-created effort of Airtel and JWT Delhi. The brief we gave JWT was to enliven the inherent magical entertainment matched with latest technology.”
Talking about the TVC, Rohit Ohri, Managing Partner, JWT Delhi, said, “The TVC showcases the magical experience the protagonist gets being associated with Airtel Digital TV. As he gets off his flight at the airport, he is overwhelmed to see the stars from all genres of entertainment welcoming him. The nine celebrities greeting him brings alive the tagline ‘Come home to the magic’.”
The TVC features music maestro AR Rahman, Bollywood stars Kareena Kapoor, Saif Ali Khan, Madhavan, and Vidya Balan, stand-up comedian Raju Srivastava, MTV VJ Ranvijay, and cricketers Zaheer Khan and Gautam Gambhir.
While refusing to divulge any figures regarding the ad budget, Chandrashekahar quipped, “You will see the ad figures with your eyes and it will come out of your ears!”
Airtel embarks on Rs 50-cr campaign blitz for DTH service; JWT India is creative partner