Campaign India Team
Aug 25, 2009

Airtel DTH pushes picture clarity in new TVC

Airtel has rolled out a new campaign to push the ‘picture clarity’ proposition of its DTH service.“One of the main reasons for adoption of DTH as a technology and as a category has been due to its better picture quality, which elevates the TV viewing experience,” said Samrat Basu, associate VP and client services director, JWT Delhi. “The latest campaign aims to own the proposition of picture clarity enabled by Airtel digital TV’s superior technology of MPEG 4 DVB S2.”

Airtel DTH pushes picture clarity in new TVC
Airtel has rolled out a new campaign to push the ‘picture clarity’ proposition of its DTH service.

“One of the main reasons for adoption of DTH as a technology and as a category has been due to its better picture quality, which elevates the TV viewing experience,” said Samrat Basu, associate VP and client services director, JWT Delhi. “The latest campaign aims to own the proposition of picture clarity enabled by Airtel digital TV’s superior technology of MPEG 4 DVB S2.”

Targeting 25-45 year-old, SEC A ,B, C and D males who are the prospective buyers of DTH, the JWT-created 70-second TVC is based on the creative concept of ‘reunification of lost lovers which is enabled by Airtel Digital TV'. "What is not clear in life can be seen on TV because of the crystal clear picture of Airtel Digital TV,” added Basu.

This campaign is more benefit led versus the last one which was more feature heavy. “It uses celebrities and has a soft and engaging manner, emotional narrative, uses a recurring theme from the context of Indian cinema to generate instant recognition and a sense of familiarity with the storyline. It also uses high-recall music, which explains the storyline,” said Basu.

The film has been directed by Vinil Mathew of Footcandles Films.
 
Watch the TVC here:
 
 

 

Airtel DTH 'Dil Titli' from Campaign India on Vimeo.

 

 

 

 

 

 

Source:
Campaign India

Related Articles

Just Published

2 days ago

No internet, no problem: AI dials up Bharat

Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.

2 days ago

Magna forecasts a 7.7% increase in India’s adex for ...

With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.

2 days ago

WPP global comms boss Chris Wade steps down

Former Ogilvy UK CEO Michael Frohlich will replace Wade, who leaves the holding company after 13 years.

2 days ago

Cookies crumble, privacy prevails: Marketing’s new ...

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.