Mirchi's Creative Services team launches new campaign for dittoTV

The 'Aapka chalta phirta TV' thought was communicated through fun elements on radio and was accompanied by on-ground activities across India

BestMediaInfo Bureau | Mumbai | September 6, 2016

Mirchi's Creative Services (CS) team has crafted a campaign for the app 'dittoTV'. Taking the premise that like radio, which can be enjoyed on-the-go, dittoTV also enable consumers to watch TV in real time, the campaign thought 'Aapka chalta phirta TV' was formed.

The thought was communicated to the listeners in a fun-filled way with elements like, 'Agar TV kepaav (legs) hote toh aap TV ko kahan kahan lekar jate aur TV dekhna kahan pasand karte?'

To amplify the campaign,Mirchi held on-ground activities across India. For one such activity, a character called 'TVji' approached unsuspecting people at bus stands and colleges and played live TV for them. TVji played KumkumBhagya for a female listener at a shopping centre who was about to miss her favourite show, leaving her pleasantly surprised.

Speaking about the campaign, Shweta Iyer, National Head, Creative Services, Mirchi said, “TV is a very essential part of everyone's life. Watching live TV on the go will have an impact on the way television is consumed. The quirky name of the campaign – 'Chalta phirta TV' -- lets people know what the product is all about. We have stretched beyond radio as a medium and covered on-ground to reach more people for dittoTV's campaign.”

Archana Anand

Commenting on the partnership, Archana Anand, Business Head, dittoTV, “We're very excited to have partnered with Radio Mirchi on the 'Chalta phirta TV' campaign. On-ground has been a critical element of our disruptive Bees Ka TV campaign across India for dittoTV. This innovative idea from Radio Mirchi really helped bring alive the proposition of being able to take Live TV-on-the-go to people across 11 cities. We are very happy with the huge interest it generated and the response we got for the campaign.”

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