Airtel digital TV, the DTH service from Bharti Airtel, which was launched late last year, is planning to make further use of celebrities in its latest television campaign.
The TVCs are based on the proposition of bringing the magic to the doorsteps of Airtel DTH consumers. The TVCs were conceptualised by JWT and directed by Andy Iyer, while the production house is Ramesh Deol Productions.
Rohit Ohri, Managing Partner, JWT said, “The basic message that we are trying to convey is that the magic of entertainment is coming alive at your home.”
R Chandasekar, Head – Brand & Media, Bharti Airtel, explained more, “When we had launched Airtel digital TV, our proposition was ‘Come home to the Magic’. We have translated this brand proposition into a consumer promotion, where we are literally bringing the magic to the doorsteps of our consumers. That was the brief that we had given to JWT.”
He added, “Through the campaign, Airtel digitalTV is offering its customers a once-in-a-lifetime opportunity to win a chance to bring home AR Rahman, Saif Ali Khan, Kareena Kapoor, Zaheer Khan and Gautam Gambhir. The promotion will be done through TV, radio, out-of-home and the Internet.”
The first TVC shows a guy playing cricket with Zaheer and Gambhir, while the second TVC shows that a man finding his house full of celebrities. The two TVCs broke simultaneously on March 4 on all news and entertainment channels.
Chandasekar spoke on the company’s other marketing strategies, “The print campaign will break in a week’s time in selective magazines and all newspapers. Apart from the TVCs, the company’s focus is a lot on the Internet and below the line activities. The promotion seeks participation through a contest where customers have to complete a slogan on why they love digital TV.”
In addition to the celebrity visits, the company is offering other prizes such as LCD TVs, MP3 players, mobile phones and vouchers.