Hathway Cable and Datacom has rolled out its campaign that announce channel packages following the new Reference Interconnect Offer (RIO) announced by the Star Network.
The objective of the campaign is to educate and empower consumers about five different channel packages Hathway offers to suit individual viewing habits.
The campaign has been conceptualised by Gasoline.
The first film opens on a lady buying a soap at a store. The salesman seems hell-bent on pushing various soap brands on offer. The lady quips, ‘You aren’t trying to sell the whole store, are you?’ and smiles.
The films cuts to a super with a host of channel logos and a voiceover which says, ‘We choose everything in life, why not television channels?’
The second film showcases the cost effective nature of the new offering. The film shows an older man sitting on a couch going through this mobile and internet bills. With everybill that he reads, he notices that the cost is always increasing until he comes across his Hathway bill.
The third film follows a similar premise with the protagonist replaced by a father comparing mobile bills rather than internet bills.
Both films end with a voice over talking about the cost effective and customisable nature of Hathway’s offering.
The print, TV and radio campaign targets Hathway’s markets all over India.
Client: Hathway cable and datacom ltd.
Creative agency: Gasoline, mumbai
Production house: Sage Films
Producer: Murtuza Borsadi
Director: Gagan Vishwakarma