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icar · 10-08-08, 02:27 AM

Big TV promo takes off on Bharti’s DTH teaser ad

Quote:

Battle lines have been drawn. With newer players hopping onto the direct-to-home (DTH) satellite TV bandwagon, advertising is emerging as
the new turf where marketing wars are being fought for grabbing a chunk of the subscriber base. This is similar to what FMCGs, in particular colas, have witnessed in the past.

A teaser ad by a strong new entrant has been completely hijacked by an equally aggressive rival. Over the last few weeks, a 10-second commercial of a plush red sofa was running with a voice-over which announced, ‘See you home...soon’. The ad in question was a pre-launch campaign for Bharti Airtel’s DTH foray. Even as viewers were left guessing as to what the advertisement was trying to sell to consumers, Reliance Communication’s Big TV was quick to spot an opportunity here by releasing its own 10-second commercial.

The setting was similar with a red sofa and a voice-over that said, ‘‘See you home soon’, except that this time the ad was accompanied with a Big TV logo, announcing all features like 32 cinemas and 200+ channels.

Clearly, the Big TV commercial took full advantage of the curiosity level that was created by Bharti Airtel, so much so, that viewers started to think the teaser ad actually belonged to Big TV. Said Bobby Pawar, chief creative officer, Mudra group, the agency handling the creative for Big TV: ‘‘Marketing is war. Competition presented us with an opening, and we took it and capitalised on it very quickly. It was done in a matter of hours, in fact, overnight.’’ Bharti Airtel’s subsidiary, Bharti Telemedia, had appointed JWT as the national advertising agency for its DTH business.

Bharti Airtel, which launched its DTH service in Delhi on Tuesday, refused to comment. Given that DTH is expected to grow to around Rs 3,000 crore in the next couple of years, the stakes are quite high. All players, including Tata Sky and Dish TV, are planning to roll out aggressive marketing plans to grab customers’ eyeballs.

Big TV promo takes off on Bhartiâ€™s DTH teaser ad-India Business-Business-The Times of India

Admin · 10-08-08, 03:20 PM

I saw that too and I think it was very very cheap of Reliance Big tv to do that... there has to be a little business ethic and this act of Reliance big tv marketing does speak volumes of their business ethics and what to expect if you buy their services.

I am hoping that airtel dth picks up soon and we get to see a good price war amongst all these 6 DTH operators

10-08-08, 03:20 PM	#2
Admin Join Date: Jan 2006 Location: Toronto Age: 32 Posts: 4,607 Rep Power: 13	I saw that too and I think it was very very cheap of Reliance Big tv to do that... there has to be a little business ethic and this act of Reliance big tv marketing does speak volumes of their business ethics and what to expect if you buy their services. I am hoping that airtel dth picks up soon and we get to see a good price war amongst all these 6 DTH operators __________________ New Contest

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Big TV promo takes off on Bharti’s DTH teaser ad

Big TV promo takes off on Bharti’s DTH teaser ad

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