Videocon d2h talks Indian values with Parineeti Chopra

The objective of the TVC, made by Lowe Lintas, was to launch two new features -'Unlimited Record' and 'Radio Frequency remote with earphones' with emphasis on Indian values

BestMediaInfoBureau | Mumbai | June 12, 2014

Click on the image to watch the TVC.

DTH service Videocon d2h has roped in Parineeti Chopra as the face of the company, and she features in the new campaign which focuses on 'Indian values'. Lowe Lintas & Partners has conceptualised the TVC with the primary objective of launching two key product features – 'Unlimited Record' and 'Radio Frequency remote with earphones' – to enable convenience and comfort of television viewing.

The 40-second TVC illustrates how Indians typically have great values; however, these values go for a toss while watching television. For instance, it is okay to be interrupted by others during a personal moment. But while watching TV, we are so engrossed that we hate being interrupted and we are suddenly inconsiderate to our loved ones. However, thanks to Videocon d2h, you can pause your TV, rewind it, record unlimited content, which means you won't have a problem of being interrupted anymore.

The second feature highlighted in the campaign is Videocon d2h RF Remote with earphones, which allows one to enjoy a private TV viewing experience without disturbing others and continue maintaining our Indian values.

Amer Jaleel, NCD, Lowe Lintas, said, “With Videocon d2h making premium services like recording available to all, and with unlimited recording at Re 1 per day, the objective here was to show a compelling role for these services in our lives as price alone wouldn't drive subscription.”

“We realised that as Indians we are very accommodating and forgiving everywhere else but not in front of the TV. So we took such Indian values which disappear in front of the TV and showed them being restored through the features like 'Unlimited Recording with USB' and 'RF remote with headphone' of Videocon d2h. To deliver this, we needed someone like Parineeti who is a known personality and yet has an image of a person who is amongst the common people. She also helped us land the message in a light-hearted manner,” added Jaleel.

Commenting on the campaign, Saurabh Dhoot, Director, Videocon, stated, “Indian values epitomise our society. They are a part of our lifestyle and culture. Our new brand campaign featuring Parineeti captures some of these sentiments of Indian values and integrates it with our product deliverables. We believe Parineeti is the most appropriate choice to communicate our brand values. With all these unique features, one can attend to others, without missing the action on TV.”

Anil Khera, CEO, Videocon d2h, said, “With Videocon d2h, you can now 'pause' your TV and record unlimited content, which means you won't have a problem of being interrupted anymore. We are happy to have Parineeti as part of the Videocon d2h family. In addition to her acting talent, her connect with the Indian masses will definitely help us reach out to our customers. Our main focus is to enhance the customers' television viewing experience.”

Parineeti Chopra commented, “What I loved about this campaign is the way in which Indian values are portrayed; it's quite different and fun. We're all brought up on strong values and so I think it's a nice message to keep Indian values intact. I myself have seen these values disappearing when we're glued to TV! It's a campaign I could really relate to and I think people will as well.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Videocon d2h

Agency: Lowe Lintas & Partners

Creative Head: Amer Jaleel

Production House: The Reel Company

Director: Amit Roy

Producer: Anil Kumar

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