Product / ServiceAIRTEL DIGITAL TV
CategoryA01. Best Use of Screens
EntrantJWT Mumbai, INDIA
Entrant Company:JWT Mumbai, INDIA
Advertising Agency:JWT Mumbai, INDIA


Name Company Position
Adrian Miller JWT Chief Creative Officer
Priti kapur JWT Executive Creative Director
Senthil Kumar JWT Executive Creative Director
Kishaloy Basu JWT Senior Creative Director
Sayantan Choudhury JWT Copywriter
Maneesh Rangra JWT Executive Business Director
Samrat Basu JWT Associate Vice President
Shaad Ali MAD Films Director

Results and Effectiveness

The ad created instant buss and news stories. Though it ran on the television for 6 more weeks, the story of its release was the talk point among viewers. Despite being a low-budget commercial in a highly competitive market scenario, it stood out above the competition and helped Airtel DTH service numbers way above the targets. Over 1300 Airtel Digital TV HD boxes were sold, an increase of over 400%. Total connection also went up by 10%.

Creative Execution

We made a commercial that repeated a scene from a freshly released movie.It shows an intense scene where a murderer breaks open a door to attack a defenseless woman.Amid all the intensity, a boy casually walks across the room and sits down next to his mother, which is when we realize that the scene was playing on the television but the picture was so real it felt the movie was happening right in the living room. What was special was the creative planning of the spot. The ad was released during the television premiere of the movie. At the appropriate place, we broke off the film's transmission to go to break, in which our specially created commercial was played. For people watching, it seemed like a seamless continuation of the film. Its only when they saw the end that they realized it was a Airtel DTH commercial.

Insights, Strategy and the Idea

Insights, Strategy and the Idea The Objective behind this initiative was the launch of Airtel Digital TV HD - a cable television company introducing its services in high definition.However, the challenge was that the proposition, better picture and sound, was something that had been spoken about in every TV and cable TV commercial for decades.So the solution was to place the commercial in such a manner that the TA almost gets a demo of the creative idea - an experience so real you'll feel you are there - thus making an old proposition seem distinctive and new.