Reliance Digital TV unveils new campaign to promote HD content

Reliance Digital TV has unveiled a new campaign to promote its HD quality content. The TVC, created by Leo Burnett, has been shot on a Phantom camera and showcases the high definition format from a consumer's perspective.

Watch the TVC here

Commenting about the campaign, Sanjay Behl, chief executive officer, Reliance Digital TV said, “This innovative commercial showcases the experience of Reliance Digital TV’s viewers who watch their favourite content in high-definition in a unique manner that is not available with any other Indian DTH provider. The advertisement encompasses the unique experience and the vastness of Reliance Digital TV’s offerings while keeping the message simple and direct.”

On the brief and idea for the campaign, Nitesh Tiwari, executive creative director, Leo Burnett explained, “The brief was to communicate that Reliance Digital TV gives all 250 channels in HD like quality, in a simple yet engaging way, and our idea was to own HD by showing it and not just by saying it. Also when I say 'showing it' we wanted to be different. We didn't want to literally show the contents in HD because that's already been done to death. So we decided to showcase them in an interesting and different manner from a consumer's perspective. Like for 'F1 ki race' we have a man waving a giant chequered flag and for 'cheete ki chase' we have an excited kid leaping from a chair. Also we paid special attention to shoot them in a visually arresting manner along with a very hummable track. The entire film has been shot on Phantom camera, averaging around 500 frames per second and some of the shots have even been taken at 2500 frames per second.”

Credits:

Agency: Leo Burnett, Mumbai

Client: Reliance Digital TV

Executive creative director: Nitesh Tiwari

Creative director: Rupesh Kashyap

Writers: Piyush Gupta, Nikhil Mehrotra, Kumar Suryavanshi, Abhishek Sinha, Shreyas Jain

Production House: Asylum Films

Director: Razneesh Ghai (Razy)

Music director: Dhruv Ghanekar

Producer: Anju Vaswani

Director of Photography: Jason West