Airtel DTH pushes mobile recording benefit in new campaign

Building on the ‘Dil Titli’ campaign that pushed its picture clarity benefit, Airtel DTH has unveiled a new integrated campaign to introduce its mobile recording feature, thus, giving viewers yet another “clear reason to buy”.

"Last year, we moved away from a grand positioning to a more targeted communication that gave our target audience a clear reason to buy Airtel DTH," said Sugato Banerji, chief marketing officer - DTH, Bharti Airtel. "While ‘Dil Titli’ spoke about our uniqueness in picture quality, the new campaign takes the brand further into the technology platform and promotes a discernable and tangible mobile recoding feature. With mobile recording on the new digital TV Recorder, you can activate recording for your TV shows from your mobile from anywhere."

Targeting the "time-challenged" SEC A1, A&B consumers, the JWT-created campaign is built on the creative concept of ‘maximum TV viewing at the viewers’ convenience’.

"While the PVR feature of Airtel DTH appeals to all the people who play multiple roles in their lives and are hard pressed for time, the mobile recording feature also gives them the flexibility of recording their favourite programmes even when their best-laid plans go awry," added Banerji.

The 35-second TVC opens with an irate Kareena Kapoor complaining about having to attend a wedding as she will miss her favourite show. Though she reminds her husband, Saif Ali Khan, to set the digital TV recorder, he forgets to do so in a rush.

WATCH TVC here

Later, while stuck in a traffic jam, Kapoor threatens Khan with dire consequences for his cricket match viewing if she misses her serial. Realising his mistake, Khan pulls out his mobile and activates recording on Airtel DTH, thus saving the situation from spiralling.

"The film is a demonstration of the need of the mobile feature in any couple’s life. A talkative housewife's (Kareena) torrent of complaints halts only at the sight of a phone being able to record her TV programme," said Maneesh Rangra, executive business director, JWT.

The film has been directed by Rajesh Krishnan and produced by Soda Films.

Watch Airtel DTH's 'Dil Titli' campaign here:

Airtel DTH pushes picture clarity in new TVC