Conceptualised by JWT, the digital campaign for its pause live TV feature highlights how it enables people to wait for their loved ones to watch TV together
Aahiri Ghosh Dastidar | Delhi | January 9, 2015
Airtel Digital TV has launched a video commercial on the theme of ‘relationship’. Created by JWT, the video is exclusively for the digital platform. With the tagline ‘TV saath saath dekhne mein maza aata hai na’, it showcases how TV viewing experience is at its best when enjoyed together with loved ones. Two films have been launched as part of the campaign and are being aired on YouTube as the lead vehicle, in addition to other digital platforms.
The first film starts with a husband and wife having dinner together. The husband here seems to be a fast eater whereas the wife eats slowly. The wife gets irritated as her husband asks her if she has finished her dinner in spite of seeing that there is still food on her plate. The wife gets angry as her husband cannot wait for her to finish eating. The husband makes her smile when he pauses the TV show, with Airtel Digital TV’s pause live TV feature, so that they can watch it together.
The second film shows two brothers cycling on the street. The elder brother moves fast while the younger one is a slow mover. The younger brother requests his bhaiya to move slowly, but his bhaiya does not pay attention to his words. Naturally, the kid is disappointed. The older one makes him smile as he waits for him to watch the cricket match together, by pausing the match with Airtel Digital TV’s pause live TV feature.
Sundeep Sehgal, Associate Vice-president and Senior Creative Director, and Sumitra Sengupta, Vice-president and Senior Creative Director, JWT, commented, "In a relationship, it is impossible to do everything together. Sometimes eating together is difficult because one person eats fast and the other eats slowly. Walking together can be impossible, with one person walking fast and the other slowly. And, of course, people hate to wait for the other to catch up. But thankfully with the pause live TV feature, people can always enjoy TV together. Since brand Airtel philosophy is to bring people together, this is another way to do just that."
With this new pause live TV feature, customers can now pause any TV show, even live shows for a quick TV break on any Airtel Digital TV set-top-box be it – standard definition, high definition or the HD recorder and attend to any chore like phone calls or door-bell and resume play once they are back to start from where they left off. Customers have to just plug-in an external storage device (of minimum 4 GB) into the USB port of their set-top-box post activation of the service for Rs 30 per month or an annual fee of Rs 180. Customers can pause TV content for about 45 minutes and ensure that they do not miss out on any bit of their favorite TV shows.
Creative Agency: JWT
Creative Team: Sumitra Sengupta, Sundeep Sehgal
Account Management: Saurabh Saksena, Neetika Aggarwal, Akshat Singh
Executive Planning Director: Shujoy Dutta