dittoTV has rolled out a campaign through which it aims to reach the masses, billing itself 'Desh ka TV' (The nation's TV) and 'Bees ka TV' (TV at Rs 20 per month). The campaign consists of two films conceptualised by Infectious.
The films focus on how everyone can access television content at their convenience. Set to a lively jingle that underlines that ditto is everyone's (Sab ka TV), it features people of different age groups accessing different genres of content in varied situations. From a man in a bath tub, to young women in a cab amidst heavy traffic, to boys in a hostel room watching a soccer match at night, the protagonists are seen enjoying the content on handheld devices. The film ends announcing the availability of 100 TV channels at Rs 20 per month on dittoTV, with content streamed as it airs on TV.
A second film follows on similar lines.
Archana Anand, business head, dittoTV, said, “With the new avatar of dittoTV, we are looking at changing the way India indulges in its favourite pastime, i.e., watching television. With a price point of INR 20, we see dittoTV serving as people’s first and only screen, as their second screen at home, or just a personal TV on the go! Our campaign embodies strong consumer insight and an interesting slice of life situations. It is designed in a manner that conveys this simple message effectively across the length and breadth of the country, through a combination of mass media and strategic marketing.”
Ramanuj Shastry, co-founder and director, Infectious, said, “'#BeeskaTV' is what we want people to remember dittoTV as. A value proposition of access, articulated in accessible, everyday language. dittoTV will change the 'who, what, when and where' of live TV viewing. We are proud to be part of a concept which is so revolutionary.”
Nisha Singhania, co-founder and director, Infectious, added, “Rs 20 per month is an unbelievable price point and our communication focuses on just that – how you can watch live TV on the go, no matter where you are, at INR 20 per month. The TVC brings alive the various situations in which dittoTV can ensure people don't miss out on their favourite programmes.”
The brand has also tied up with Idea Cellular to offer the latter's 3G and 4G users free monthly subscription on recharging internet packs. Other tie-ups have also been planned.
The campaign also includes a digital leg.
Client: ZEEL (dittoTV)
Creative agency: Infectious
Executive creative director: Ramkrishna Raorane
Creative team: Khalid Khatri, Ramkrishna Raorane, Chirag Raheja, Gaurav Joshi, Lakshman Khadapkar Production House: Opticus Inc
Director (film): Sanjay Shetty
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