JWT creates "Sirf Cable Nahi, life Badlo" TVC for Airtel digital TV

Today, the relationship that a customer shares with his or her television is profound; 'You are what you watch'

 

Since the launch of digital TV services in India, Airtel digital TV is viewed amongst the leading DTH brands in the country. Over the years, the brand has successfully created a distinctive positioning in the minds of the customers.  To take the next big leap in the category, it was imperative for the brand to infuse new energy into its customer communication. Especially now, with government’s digitization agenda steadily gaining momentum across the 4 metros. From a competitive perspective, the DTH players in the country are now looking at maximizing this opportunity to create top of the mind recall for their brands.

 

For Airtel digital TV, the marketing and communication opportunity defined was to reinforce the brand’s leadership through a big and completely differentiated take on the category and by appropriating the emotional benefit.  Also, to reposition airtel digital TV to drive better recall and customer affinity.

 

The big communication idea is therefore "great content has the power to transform lives". The territory of transformation in this category is a powerful one for the brand to own given it today offers the best content on Indian television, be it through the numerous interactive services or other significant benefits. The campaign theme is 'sirf cable nahi, life badlo' where each feature/product is dramatized through its impact on life. The campaign sends out a clear crisp communication i.e. television content can shape a perspective, define a point of view and when it’s really powerful, it can change your life.

 

For the advertising campaign, the team also changed the visual language and tone of voice to make the communication fresh, young and modern, for example: 

 

1. Use of a secondary colour, blue, to make digital TV creative distinctive from the rest of airtel creatives.

2. A modern digital TV logo, presented alongside airtel

3. Youthful imagery shot from an exuberant perspective to showcase energy and movement

4. Use of cut-outs and graphics for creative cut-through for print ads

 

The brand has rolled out a complete 360 campaign - Print, Outdoor, TV, Cinema, Radio and Digital with a special focus on key digitization centers (Delhi, Mumbai, Kolkata and Chennai).  TV and digital campaigns have been rolled out nationally.

 

Creative and campaign details

 

Creative agency: JWT                              

Creative Director: Nishit Shankar & Sumonto Ghosh

Film Director: Sainath Choudhury

Production: Purple Vishnu

Media Agency: Madison

Date of release: TVC 9th June 2012