Following the buzz that Bharti Airtel had created at the launch of its direct to home (DTH) service, Airtel Digital TV, late last year, the company has now embarked on the second significant leg of the marketing of the service. The high decibel marketing exercise that included posters of ‘Dil Titli’ featuring Saif Ali Khan on the lookout for his childhood sweetheart in venues like PVR theatre has already piqued curiosity amongst audiences.
The commercial is conceptualised by JWT Delhi. It is understood that the full fledged launch of the commercial, which would make intense use of the television medium is slated for August 21, 2009.
On being questioned, R Chandrasekhar - Head of Brand and Media, Bharti Airtel, said, “The clarity will emerge on all the news and entertainment channels tonight.” He informed that the message of this campaign revolved around picture clarity.
Delhi Times readers will also recall seeing photos of Saif holding the photo of a little girl with an accompanying write-up on the front page for the past few days. The write-up narrates the story of how Saif is looking for his long-lost childhood sweetheart whom he had to leave behind when his parents moved on to a new place. Now he is back searching for her, but not having much luck in his endeavour. “Will we ever meet?”, “Where is she” say the big, bold headlines. The Delhi Times issue dated August 21, 2009 promises “The picture clears tonight”.