Thread: Airtel digital tv dth

With the DTH scene getting hotter and hotter day by day, it is indeed not surprising to see these new services entering newly spending millions only for their ad campaign. The latest to enter the DTH scene in India is Airtel DTH. They enter an already competitive market with Dish TV and Tata Sky leading the scene and with the recent entry of Big TV making it even hotter. And now with Airtel Direct to Home Service it has indeed become even more hot and interesting. Interesting for the fact that what will be their next marketing strategy will be for the existing as well as Airtel DTH Services. They have named their service as Airtel Digital TV.

And to start off Airtel has really caught all the attention it need with their launch ad. With this Airtel’s Digital TV Launch Ad, they have proven that they are indeed going not going to lag behind but instead going to target or hit the market with the bang. Indeed with this Airtel DTH ad they have crossed the half well.

This ad starts of a person named Rahul just coming out of the airport and become surprised to see a huge welcome party waiting for him with 100s of people (said to be mostly the characters and musicians, cartoon characters which you can see on TV) welcoming him with the banner “Welcome Rahul”.

Then actors Madhavan and Vidya Balan welcoming him and travel along with him in a Limousine which is actually driven by a Ferrari Formula 1 Driver.

Then when he reaches home he sees cricketers, Zaheer Khan and Gautam Gambir receiving him on the elevator along with other sports persons. Then when he reaches home he sees Karina Kapoor along with his wife. Then comes the legend, A.R. Rahman who was seen playing a piano. Then he sees Saif Ali Khan asking him to sit on the couch. The next scene turns out with all the stars, minus Madhavan and Vidya Balan, standing behind with Saif handing over the remote to let him watch the TV which is powered with Airtel Digital TV.

This is an indeed caught-the-attention sort of ad that Airtel has come up with their campaign but will it turns into acquiring customers, only their service and rates will decide it.

I wonder what will be the response to this from other DTH players in India. I am also keenly expecting to see what will be the response with Big TV now after their recent tussle.

Airtel certainly must have spent a bomb on the ad. The ad which is nearly 20 second long will cost a lot to air on prime time TV.

I do not believe in these fancy ad's. I have often found that the bigger and fancier the ad, the more dud the product. Word of mouth publicity is much better. The movie A Wednesday is a prime example what a really good product can do. The intial pickup may be slow but when it picks up, it is as deadly as an avalanche.

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