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Airtel embarks on Rs 50-cr campaign blitz for DTH service; JWT India is creative partner

07-October-2008
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Airtel embarks on Rs 50-cr campaign blitz for DTH service; JWT India is creative partner

The direct-to-home (DTH) space in India is all set to get a new entrant – Airtel DTH. To herald its entry, Airtel DTH has unveiled a four-film teaser campaign with the tagline ‘See you at home. Soon’, which broke last week. The main campaign is expected to break soon. Airtel has reportedly earmarked Rs 45-50 crore to be spent over the next three weeks.

JWT India is the creative agency on this account and this campaign is the brainchild of Agnello Dias, Chief Creative Officer, JWT India. Neither Airtel nor JWT officials could be contacted for comments at the time of filing this report. Sources familiar with the situation have, however, informed that Airtel had lined up a hefty affair. Madison Media is the media agency.

The current phase of the teaser campaign has four different films showcasing ‘Cowboy’, ‘Music Band’, ‘Cartoon’ and ‘Warrior’. The four teasers symbolise the key contents of television – namely, movies, music, kids’ genre and infotainment.

Airtel DTH is now set to break into the second phase. It has roped in 9-10 celebrities for the main film, which would be aired in the second phase. These celebrities would represent the evident requirement of television entertainment content. The TVC is reportedly of 65-second duration.

Airtel would boost its communication via television, and would be supported by strong on-ground activities and traditional mediums like outdoor and print.

Bharti’s manufacturing arm, Bharti Teletech, is currently into the manufacture/ import of set-top boxes (STBs) under the brand name Betel mainly for free-to-air (FTA) channels.

The DTH space is heating up as players compete with each other in offering a better deal to lure consumers. The space has players like Reliance ADAG’s ‘Big TV’, which was launched on August 19, besides DishTV, Tata Sky, DD Direct and Sun DTH, with some more waiting in the wings.

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