• Welcome to DreamDTH Forums
    An online community for the television enthusiasts!
    Log in or Register

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

Bapun Raz

Staff member
Administrator
Joined
3 Nov 2010
Messages
30,746
Reaction score
49,014
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.
 
Thread starter Similar threads Forum Replies Date
Thakur Promo of Big B’s ‘Aaj Ki Raat Hai Zindagi’ TV Shows & Programs 6
DreamDTH.com Article BIG Ganga brings Bhojpuri Navratri show ‘Ding Dong Dandiya’ DreamDTH Articles Discussions 0
DreamDTH.com Article Big Ganga back with 4th season of its most revered cookery show – ‘RojHoyiBhoj’#SwadKeSath DreamDTH Articles Discussions 0
DreamDTH.com Article Indulge in a fun-filled evening with Big-B starrer Satte Pe Satta DreamDTH Articles Discussions 0
DreamDTH.com Article Discovery Kids celebrates ‘Little Singham ki BIG birthday Party’ with a series of initiatives on 15th August DreamDTH Articles Discussions 0
abhishek Relieve your childhood with Big Magic TV Shows & Programs 0
DreamDTH.com Article Big Ganga organizes digital Kajri Utsav, a perfect culmination to its Saawan Celebration DreamDTH Articles Discussions 0
DreamDTH.com Article Big Ganga launching romantic drama- Kehu Aapan Ba DreamDTH Articles Discussions 0
DreamDTH.com Article Tata Sky launches ‘HD PVR Big Sale’ with massive 46% discount on new ‘Tata Sky+ HD’ connection Tata Sky+ HD 25
DreamDTH.com Article Pixar’s Car 3 to air on &flix as part of Big Flix this Sunday DreamDTH Articles Discussions 0
DreamDTH.com Article Discovery Plus lines up 8 ‘Big screen delight’ titles this week DreamDTH Articles Discussions 0
DreamDTH.com Article &flix to air ‘Life’ under Big Flix segment this Sunday DreamDTH Articles Discussions 0
DreamDTH.com Article Big Broadcasters repose faith in DD Free Dish as Prominent GEC channels make a comeback DreamDTH Articles Discussions 0
DreamDTH.com Article Sony MAX and Sony MAX 2 celebrates timeless tales with movies of big screen duos DreamDTH Articles Discussions 0
DreamDTH.com Article Sony MAX and Sony MAX 2 celebrates timeless tales with movies of big screen duos DreamDTH Articles Discussions 0
DreamDTH.com Article BIG FM retains leadership in 35 out of 44 Markets as per India Readership Survey 2019 Q4 DreamDTH Articles Discussions 1
DreamDTH.com Article CNN’s Great Big Story brings to you a heartwarming story on a wheelchair dancer DreamDTH Articles Discussions 0
L Big TV DTH Support & Comparisons 3
DreamDTH.com Article Great Big Story explores the taste of home with grandmothers around the World DreamDTH Articles Discussions 0
DJ Roy Discussion What has gone wrong with big broadcasters? TV Channels News 3
RajKumar Big Brother | Mohan Lal, Arbaz Khan South Indian Films 0
L Discussion Festive offer channel price cut is that a big scam? General DTH News & Discussions 3
SarfaRaZ The Big Bull | Ajay Devgn, Abhishek Bachchan Bollywood 2
Akash Solanki TRAI given notice to five big MSO Digital Cable TV 7
Deep.S Satellite Updates "Big Ganga" is Now Converted as Free to Air on Asiasat 7 AsiaSat Updates 11

Similar threads

Top Bottom
AdBlock Detected

We get it, advertisements are annoying!

Sure, ad-blocking software does a great job at blocking ads, but it also blocks useful features of our website. For the best site experience please disable your AdBlocker.

I've Disabled AdBlock