The Reliance Anil Dhirubhai Ambani Group’s Big TV, a DTH (direct to home) service provider, has come up with a new brand campaign called Joy of Ownership. Spread across six weeks, this 360 degree high decibel campaign has ‘customer advocacy’ as its theme.
Based on the insights derived from various consumer researches done by Big TV and also collaborated by Millward Brown DTH Brand Track, the Joy of Ownership campaign rests on four advertisements around customer testimonials. The campaign has been ideated by Leo Burnett and the film has been executed by Ramesh Deo Production.
Big TV, which was launched in 2008, does not have any celebrity as its brand ambassador. “Keeping up with the trend of not involving a celeb brand ambassador, the new TV commercial is structured on customer advocacy designed to promote a sense of ‘joy of ownership’,” says Umesh Rao, senior vice-president, Reliance Big TV.
At the moment, two TVCs are on air. According to Nitesh Tiwari, executive creative director, Leo Burnett Mumbai, the brief given to the agency was “to share the joy Reliance Big TV has brought to its users and their reasons to move away from cable”.
He adds, “Most importantly, we wanted the commercials to capture the real consumer experiences, sound genuine and present them in an engaging way.”
One of the two ads which are presently on air is a story of a Manchester United fan who misses the beginning of a Manchester United vs Chelsea match because his cable operator was telecasting an England vs Bangladesh test match instead. It also shows how he feels fully in control with Reliance Big TV at home. The second one is the story of a couple, told by the wife. It shows how her gadget freak husband was disappointed to find his newly bought LCD TV not performing as expected. Subsequently, it shows their realisation that the upgrade was incomplete without Reliance Big TV.
The communication message of the campaign is ‘Real, insightful and engaging’.
The team that has worked on the campaign includes Nitesh Tiwari, Tushar Kadam and Labanya Ghosh (creative) and has been directed by Anand Iyer.
Big TV plans to go aggressive with this campaign to ensure that no touch points are left unattended during the festive season. The company is spending Rs 50 crore on the brand campaign, which aims to target 2,000 GRPs across various channels in the Hindi general entertainment, news, sports, kids, music and movie space. The 360 degree brand activation will include print, radio, online, OOH, television and BTL. “More than 100 publications and more than 1,000 websites are being targeted for the new campaign,” adds Rao. The campaign will run across publications such as The Hindu, Lokmat, The Times of India and Dainik Bhaskar, amongst others.
The DTH provider has also planned a day long online roadblock for websites such as Yahoo!, Rediff, MSN and Sify. As part of the initiative, only the campaigns of Big TV will run across these sites for the whole day. The company decided to go with the digital roadblock so that it can be linked with the official website of Reliance Big TV. Starting this weekend, the campaign will be seen on 1,000 websites.
The DTH provider has tied up with about 50 radio stations, including Big FM, Radio Mirchi, Red FM and others for the same.
Big TV had launched its last campaign – which was Bollywood centric – in October 2008, during the festive period.
The media plan of the campaign has been handled by the internal team of Big TV. According to Rao, the campaign is based on the key triggers including superior viewing experience, freedom from the cable operators (giving an uninterrupted viewing experience), wider choice of channels and upgrading the standard of living; consumer delight drivers and dispellers of myths attached to the DTH category.
While the TVCs will be spread across six weeks, print and online will take up three weeks.
The new campaign will focus on ‘category development’, which no other DTH player has focused on so far. Largely, DTH players have been flexing star power to woo consumers. Reliance Big TV is taking a completely different approach to reach out to consumers to increase its ARPU (average revenue per user).
Source: ( afaqs! )