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Distances disappear as DittoTV’s TV Buddies get together

Created by Scarecrow, the ad film showcases the Indian TV viewing habit, wherein people like to watch the same TV content together and even discuss and share it, no matter where they are

BestMediainfo Bureau | Mumbai | July 22, 2015

TV-Buddies Click on the image to watch TVC.

DittoTV has unveiled its new campaign, ‘#TVBuddy’, which  throws light on the Indian TV viewing habit that even if they are separated by geographies, Indians always like to watch the same TV content together and sometimes even discuss and share it.

Based on this insight, in the campaign the term ‘TV Buddy’ was coined. TV Buddies could be one’s mom, dad, relatives, and childhood friend or just about anyone. And they could be living in any part of the world.

All this is made possible by DittoTV, India's first OTT TV platform that offers live TV and videos on all Internet-enabled devices.

The ad film has been conceptualised by Scarecrow Communications and directed by Bosco Bhandarkar of Good Morning Films.

It’s a montage film showcasing various characters as TV Buddies. So be it a mother in Mumbai connecting with her daughter in New York, an investment banker in Mumbai connecting with his sister in Chennai, two old friends watching a football match at two different places, two action movie buffs catching up on the latest Hollywood blockbuster even as one is getting ready to board a flight – they may be separated by distance, yet connected by heart through Ditto TV. The characters are watching different content across genres like TV series ‘Jodha Akbar’, reality show ‘Dance India Dance’ and the movie ‘Transformers’ at the same time, no matter what the time zone is.

In the story line, it’s subliminally established that DittoTV lets people watch the same content across time zones, through connected devices such as smartphones, tablets and laptops.

The film opens with a narration by Imaad Shah, son of actor Naseeruddin Shah.

The film opens with the line “Socho toh aapki family mein bhi koi na koi aapka TV Buddy zaroor hoga…” and ends on a provocative comment, ‘Akele TV kaun dekhta hai yaar’.

In the product window, the film gives away the offering of DittoTV, that is Live TV, TV Shows, Movies and Videos. TV Buddies have to just download the DittoTV app and install it on their connected smart devices. Then, they can just play and watch live TV, anytime, anywhere.

Manish Bhatt Manish Bhatt

Talking about the campaign #TVBuddy, Manish Bhatt, Founder Director, Scarecrow Communications, said “Indians are like flamingos. They flock together, even virtually, while watching TV. As this insight has a strong connect, we kept the film simple to demonstrate DittoTV’s role in the lives of Indian viewers.”

Arunava Sengupta, Founder Director, Scarecrow Communications, added here, “In the category of these app-based products, because of individual consumption, the selling point always has been about offering a personal space. But DittoTV breaches the wall and talks about consuming the entertainment together, instead of being confined to their own personal space.”

Debashish Ghosh, CEO, Zee Digital Convergence, said, “We believe that India is a country where we celebrate every occasion together; with the #TVBuddy campaign we are aiming to lend TV viewing experience a personal touch where you can watch your favourite movie, TV show or a match with your TV buddy who may be miles apart from you.”

The TVC:



Client: DittoTV

Creative agency: Scarecrow Communications Mumbai

Creative Team: Manish Bhatt, Raghu Bhat, Sunil Gangras, Anindya Banerjee, Anjali Rawat, Krupal Bhosale

Account Management Team: Arunava Sengupta, Rahul Banerjee

Client Team: Debashish Ghosh, Manoj Padmanabhan, Abhishek Karwar, Anshul Gupta

Production House: Good Morning Films

Director: Bosco Bhandarkar

DOP: John Jacob Payyapalli

Executive Producer: Vikram Kalra

Producer: Doris George

Associate Producer: Sarada Narayan

Production Designer: Dhara Jain

Costume Stylist: Isha Ahluwalia

Line Producer: Sandip Thube

Post Supervisor: Bharat Arote

Post Production: Prime Focus

Narration: Manish Bhatt, Sunil Gangras

Music Composer (Narration & Background): Don Bhatt

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