LANGUAGE INNOVATION

TitleLANGUAGE INNOVATION
BrandAIRTEL
Product / ServiceDIGITAL TV
CategoryA01. Best Use of Television/Cinema
EntrantJWT Mumbai, INDIA
Entrant Company:JWT Mumbai, INDIA
Advertising Agency:JWT Mumbai, INDIA
Media Agency:MADISON New Delhi, INDIA

Credits

Credits

Name Company Position
Priti Kapur JWT Executive Creative Director 1
Iraj Fraz Batla JWT Creative Director, Copywriter
Sumonto Ghosh JWT Creative Director, Art Director
Maneesh Rangra JWT Business Head
Pranab Kumar/Karan Karol JWT Account Management
Sabina Singh JWT Agency Producer
Yogesh Kumar JWT Editor
Guanhin Tay JWT Executive Creative Director 2

Results and Effectiveness

The LIVE news telecast reached 35 million primetime viewers. The TV innovation caught the attention of media through PR and youtube. What followed was extensive blogging, consumer calls and word-of-mouth about the ‘mad newscaster’. As a result, 15 million prospective DTH subscribers got yet another reason to choose Airtel DTH.

Creative Execution

To promote this feature, we got a newscaster to give LIVE news in four different Indian languages, all at the same time. Every time he switched languages, a message popped-up: 'Switch languages when you want. Only on Airtel digital TV'.

Insights, Strategy and the Idea

In a country where 29 languages are spoken by more than a million, even Cartoon Network and Discovery channel comes in multiple regional languages. And with Airtel DTH, you can switch languages at a simple press of a button.