Airtel digital TV, the DTH service from Bharti Airtel, which was launched amid much fanfare late last year and a 65-second TVC featuring a plethora of celebrities from different fields, is carrying forward the celebrity peg in its latest television campaign as well.
The TVCs have been conceptualised by JWT and is based on the proposition of bringing the magic to the doorsteps of Airtel DTH consumers. The TVCs have been directed by Andy Iyer, while the production house is Ramesh Deol Productions.
R Chandasekar, Head - Brand & Media, Bharti Airtel, elaborated, “When we had launched Airtel digital TV, our proposition was ‘Come home to the Magic’. We have translated this brand proposition into a consumer promotion, where we are literally bringing the magic to the doorsteps of our consumers. That was the brief that we had given to JWT.”
He added, “Through the campaign, Airtel digitalTV is offering its customers a once-in-a-lifetime opportunity to win a chance to bring home AR Rahman, Saif Ali Khan, Kareena Kapoor, Zaheer Khan and Gautam Gambhir. The promotion will be done through TV, radio, out-of-home and the Internet.”
The two TVCs broke simultaneously on March 4 on all news and entertainment channels. The first TVC shows a guy playing cricket with Zaheer and Gambhir, while the second TVC shows that a man finding his house full of celebrities.
Chandasekar further said, “The print campaign will break in a week’s time in selective magazines and all newspapers. Apart from the TVCs, the company’s focus is a lot on the Internet and below the line activities. The promotion seeks participation through a contest where customers have to complete a slogan on why they love digital TV.”
Rohit Ohri, Managing Partner, JWT said, “The basic message that we are trying to convey is that the magic of entertainment is coming alive at your home.”
Apart from the celebrity visits, the company is also offering other prizes such as LCD TVs, MP3 players, mobile phones and vouchers.
Airtel embarks on Rs 50-cr campaign blitz for DTH service; JWT India is creative partner
Airtel digital TV – coming to a screen near you on October 9