HBO India has launched a multimedia campaign to promote its premium ad-free channels HBO Hits and HBO Defined. The campaign includes two TV promos conceptualised by DDB Mudra. They went on air on 14 June and will run until mid-July.
The objective of this campaign is to get youth to visit the brand’s website and subscribe to HBO Premium channels - through the website, DTH operators or digital cable operators.
The film titled ‘HBO Super Clone’ features a young girl watching TV. A bald man standing beside her informs that the new HBO premium channels provide great HD content without breaks. He adds that to make sure life doesn’t interrupt the viewing, HBO Premium accessories presents the ‘Super Clone’.
A box appears and a clone of the girl emerges from it. With the original’s permission, the clone answers the phone. It’s the girl’s mother. The clone informs her that she isn’t eating junk, not putting on weight and doesn’t wish to get married at that time. She hangs up and exchanges a wink with her original. It is then revealed that the lady at the other end was not actually her mother but a clone of hers as well. The same man appears next to the girl’s mother and urges viewers to order their ‘HBO experience’ at hbopremium.com to ‘get spoilt with the very best in break-free entertainment’.
Another film titled ‘HBO Agriculture’ features a couple seated on a bed watching TV. The same bald man stands close to them but this time he presents a small tree that has popcorn and barbeque burgers hanging from it. The film ends in the same manner with him asking viewers to log on to hbopremium.com.
Monica Tata, MD, HBO India, explained that the campaign would straddle print, cinema, TV, digital and social media. “Through this campaign, we want to establish the HBO Premium channels as your most preferred destination for break-free entertainment. And to promote this belief and product of ours, we’ve come up with the idea of HBO Premium Accessories – that makes sure that life doesn’t come in the way of your entertainment either. Our creative approach for this campaign drives home this point, in a fun way. Positioned at the young adult segment, the campaign empowers the viewers to reap the benefits of a completely enhanced ad-free viewing experience,” she added.
Anurag Tandon, SVP, DDB Mudra, said, "Content promotion on a channel has a very formulaic approach. The usual strategy is to build intrigue through teaser-like edits by using existing footage of the content that needs to be promoted. We wanted to break away from this traditional approach and leverage the USP of uninterrupted original HD quality content in a way that goes beyond just claims and announcements of the product offering. Thus came about our creative proposition of 'addictive viewing experience' dramatised through two TV spots showing the consumers going through the experience. We believe it is imperative for a content brand to build the ideology of viewing experience in addition to the promise of fresh content for the consumers to feel compelled to subscribe."
Client: HBO India
Creative agency: DDB Mudra