Videocon d2h plays on ‘Indian value’ of accommodating interruptions, to promote record feature
Watch the ad film conceptualised by Lowe Lintas and Partners here
Jun 11, 2014 03:03:00 PM | Video | Campaign India Team
Videocon d2h has rolled out a campaign featuring Bollywood actor Parineeti Chopra to highlight its feature that allows users to pause and record live television.
The film conceptualised by Lowe Lintas and Partners opens with Chopra in a restaurant plauding the Indian value of accommodating interruptions even during private moments. One instance shows a couple sharing a meal in a restaurant, only to be interrupted by a cleaner. The second instance shows a couple getting intimate in a car, before a man on a two-wheeler knocks to ask for directions. In a cinema, another couple is interrupted incessantly, having to pass on popcorn and money. The scene shifts to a living room where a husband and wife are watching breaking news on TV about some riots. Here, their son is trying to attract their attention, interrupting them. But they do not pay heed to him as they're watching television. Chopra reappears and asks what happens to those ‘values’ while watching television! She then offers a solution - Videocon d2h's recording feature that allows people to record live television.
Amer Jaleel, NCD, Lowe Lintas and Partners, said, “With Videocon d2h making premium services like recording available to all with unlimited recording at Re 1 per day, the objective is to show a compelling role for these services in our lives as price alone wouldn’t drive subscription. We realised that as Indians, we are very accommodative and forgiving everywhere else but in front of TV. So we took such Indian values which disappear in front of the TV and showed them being restored through the features.”
Saurabh Dhoot, director, Videocon, said, “Indian values epitomise our society. They are a part of our lifestyle and culture. Our new brand campaign featuring Parineeti captures some of these sentiments of Indian values and integrates it with our product deliverables. We believe Parineeti is the most appropriate choice to communicate our brand values. With all these unique features, one can attend to others, without missing the action on TV.”
Anil Khera, CEO, Videocon d2h, added, “We are happy to have Parineeti as a part of the Videocon d2h family. In addition to her acting talent, her connect with the Indian masses will definitely help us reach out to our customers. Our main focus is to enhance the customers’ television viewing experience.”
Agency: Lowe Lintas and Partners
NCD: Amer Jaleel
Production house: The Reel Company
Director: Amit Roy
Producer: Anil Kumar