“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.