dittoTV from the ZEEL, which delivers live TV and videos on internet-enabled devices, has launched a new campaign around the theme 'No one watches TV alone' conceptualised by Scarecrow Communications.
‘#TVBuddy’ showcases 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, elaborated an agency note.
The film showcases various characters as TV buddies: including Amrita aunty in Mumbai and her daughter Preeti at a campus in New York, investment banker Rohan in Mumbai and his sister Ritu in Chennai, architect Rohit in Ahmedabad and his traveller friend Ronnie in Pune. They 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.
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, "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. This, we believe, has a potential to create a disruption in the category."
Debashish Ghosh, CEO, Zee Digital Convergence (part of ZEEL), said, "We believe that India is a country where we celebrate every occasion together; with #TVBuddy campaign we are aiming to lend TV viewing experience a personal touch where you can watch your favorite movie, TV show or a match with your TV buddy who may be miles apart from you. The essence of Indian audiences who have evolved with just one TV set today now have TV at the tip of their fingers!"
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
Post production: Prime Focus
Music composer (narration and background): Don Bhatt