Ogilvy Mumbai creates a series of films to simplify the difficult points of Asli HD; watch the films here.
Neha S | Delhi | April 27, 2011
Star India had recently introduced its 5 channels in Asli HD and to explain and educate consumers that Star Network is the only one that is bringing them the Asli HD experience, the No.1 entertainment network has launched a multi-media campaign. The campaign consisting a series of films has been conceptualized by Ogilvy & Mather, Mumbai.
The campaign aims to educate about the Asli HD experience which is delivered in three steps – those of HD TV, HD set top box and HD content from channels all coming together – which the consumers have not even little practically no knowledge about. The network feels the need to educate the consumer through its campaign because a lot of competing channels in a hurry to launch the state-of-the-art HD technology haven’t shot content on HD cameras and Dolby sound, and, yet are claiming that they are delivering HD experience. So in simple words, the idea is to educate the consumers that only the Star Network is shooting its programmes on HD cameras and recording with Dolby sound and hence giving them the ‘Asli HD’ experience.
Working on the brief given by Star India, Ogilvy & Mather preferred to do hard talk. Looking at the complex marketing challenge, the agency kept the creative idea damn simple. The idea to say things as they are. The idea to tell consumers to their face that what all it takes to get the Asli HD experience and why only Star can give it to them.
So while the hard talk is to create the disruption and education, the treatment had to be slick and entertaining. So all the difficult points of Asli HD technology have been told thoroughly enjoyably through a series of films that show two friends on a road trip discussing the HD technology. Resulting in films that are young, cool and entertaining – like the Star Asli HD technology itself.
The films have been launched along with the launch of Star HD channels supported by outdoor, radio, press and a whole lot of POS communication.
National Creative Director: Abhijit Avasthi
Writers & Creative Directors: Pradyumna Chauhan, Mahesh Gharat
Account Management: Deric D’souza, Rajeev Bahadur
Agency Producer: Porus Khareghat
Production House: Good Morning Films