Results and Effectiveness

People stopped, experienced, clicked images from their mobiles, enquired at the site and also at the store following the event. The Airtel store received more than 50,000 enquiries in the first month itself.

Creative Execution

We took a busy sidewalk of suburban Delhi back in time. The road, the wall, phonebooth, tree, people and all other props were colored black and white to match a typical ‘TV classics’ look. Only Live! When the city dwellers came across the road they experienced life that used to be in that era. Thus making the point that with the Timeshift feature on Airtel ipTV one can go back in time. It was a special use of Ambient Media. So apart an experience like that helped generate awareness through word of mouth too.

Insights, Strategy and the Idea

Airtel ipTV wanted to tell the world about Timeshift. A feature in their TV set top box where people could actually view programs later, if missed on the actual day of broadcast. The budget was not enough to produce a TV commercial so the challenge given to the agency was to intrigue the consumers with something that creates enough buzz to extend it further through the free media – word of mouth. Anyone who watches TV is the consumer. The communication idea was aimed at making people experience it in person. Realistic live stunts are not very common in India. So people experiencing a live stunt like that, were very intrigued.