DDB Mudra has conceptualised the campaign comprising three TVCs, which bring out the fun of uninterrupted, ad-free viewing experience
BestMediaInfo Bureau | Mumbai | July 10, 2014
HBO South Asia has come out with a new campaign which promotes the channel’s belief ‘Let nothing come in the way of your entertainment’. DDB Mudra has conceptualised this campaign with the aim of making sure that audiences have an uninterrupted ad-free viewing experience. This will involve highlighting the proposition of HBO premium channels - HBO Defined and HBO Hits – of being 100 per cent ad-free.
Three quirky television ads have been released with HBO Premium Accessories like HBO Agriculture, HBO Super Clone and HBO Ultimate Couch.
The HBO ‘Super Clone’ film shows a clone who manages everything in life, so that one doesn’t get interrupted while watching TV. The second TVC, HBO ‘Agriculture’, is a set of plants that grow foods like popcorn, burgers, etc., so that hunger doesn’t interrupt one from watching TV. The HBO ‘Ultimate Couch’ is a couch that has just about the whole house built into it – dumbbell holders so that one doesn't have to get up to work out, a wash basin so that one doesn't need to get up to go to the restroom, an inbuilt kitchen and phone charging station and much more.
Announcing the launch of the new multi-media campaign, Monica Tata, Managing Director, South Asia for HBO India, said, “Both the HBO premium channels maximise the entertainment experience by airing original content and blockbuster movies which are 100 per cent break-free. We have initiated this campaign to promote the visibility and popularity of this unique proposition of HBO Defined and HBO Hits across platforms, including print, cinema, TV, digital and social media. Our aim is to spoil our viewers with the very best non-stop, high quality programming, thus providing an unparalleled viewing experience.”
Tata further said, “In order to promote this belief and product of ours, we’ve come up with the idea of HBO Premium Accessories that makes sure life doesn’t come in the way of your entertainment either. Our creative approach for this campaign drives home this point in a fun way. Positioned at the young adult segment, the campaign empowers viewers to reap the benefits of a completely enhanced ad-free viewing experience.”
Anurag Tandon, Senior VP, DDB Mudra West, stated, “Content promotion on a channel has a very formulaic approach. The usual strategy is to build intrigue through teaser like edits by using existing footage of the content that need to be promoted. We wanted to break away from this traditional approach and leverage the USP of uninterrupted original HD quality content in a way that goes beyond just claims and announcements of the product offering. Thus came about our creative proposition of ‘addictive viewing experience’ dramatised through two TV spots showing consumers going through the experience. We believe it is imperative for a content brand to build the ideology of viewing experience in addition to the promise of fresh content for the consumers to feel compelled to subscribe.”
The objective of this innovative campaign is to get people to visit the HBOPremium.com website and subscribe to HBO Premium channels or directly through DTH operator or digital cable operators.
Agency: DDB Mudra West
Chairman & Chief Creative Officer: Sonal Dabral
Office Head: Rajiv Sabnis
Creative Head: Rahul Mathew
Business Head: Anurag Tandon
Executive Creative Directors: Aman Mannan, Ashish Phatak
Account Management: Giridhar Bhat, Shivavrata Sarkar
Creative Team: Godwin D’mello, Ninad Gharat
Planning Team: Mehak Jaini, Debopriyo Chakraborty