Conceptualized by JWT, the campaign aims to capture the high end of the DTH market; watch the TVC here.
Hitesh Ranot | Delhi | February 11, 2011
airtel digital TV - the DTH arm of Bharti airtel is launching its new campaign today featuring Bollywood actor Kareena Kapoor. The campaign on the High -Definition TV viewing experience with airtel digital TV has been conceptualized by JWT Delhi.
With the cricket world cup sporting action and IPL immediately thereafter, there will be a surge of LCD TVs being sold in the next 3 months. Taking this as a great opportunity, airtel digital TV aims to capture the high end of the DTH market through their HD connections. Besides driving HD connections, advertising HD also gives a technology rub off on the brand itself and thereby enhancing appeal in SD segment also.
Initially, the campaign is being launched on English, Hindi and South regional channels. With the cricket fever on its peak in March, the campaign will focus on cricket only. airtel digital TV is one of the associate sponsors on air for the world cup.
The objective of the campaign is to drive preference for airtel digital TV amongst people for whom TV is the main source of entertainment and who have/currently contemplating a HD television. The campaign is targeted to the audience in Tier 1 & 2 markets (SEC AB, Males 25+) with high LCD penetration.
The idea behind the creative is to show the clarity of pictures which make you feel that you are there. The thought process behind the campaign is to communicate the viewing experience of HD that is almost real. The living room comes alive with the dramatic scenes in such stark clarity and impact that it feels like you are in the action itself and not a spectator.
Credits: Priti Kapur: Executive Creative Director, JWT Kishaloy Basu: VP & Creative Director
Maneesh Rangra: Exec Business Director Samrat Basu: AVP
Production House: MAD Entertainment Ltd. Director: Shaad Ali