dittoTV gets aggressive with its #beeskaTV

In a campaign conceptualised by Infectious, the digital player wants to change the way India indulges in its favourite pastime. At just Rs 20 per month, one can watch live TV on the go, no matter where you are

BestMediaInfo Bureau | Mumbai | July 19, 2016

Click on the image to watch the TVC.

dittoTV recently launched #beeskaTV proposition in a nationwide integrated marketing campaign aiming to capture the hearts of millions of television viewers.

The campaign begins with a song in the background. The film narrates the different situations and how one can enjoy live television on the go. It shows how people view it. Some situations include a son on a father's shoulder, a lady who has just shifted, someone waiting for his turn to defecate, or a child enjoying it on the mobile device while his mother is watching television. A voiceover then says that one can watch 100 channels at just Rs 20, the cost of a cup of tea. The campaign ends with its tag line, dittoTV, 'desh ka TV, #beeskaTV' (nation's television at Rs 20).

The four-week campaign will tap into mass media channels such as television, print and radio and will be amplified on a bouquet of digital platforms and social media via heavy use of native content platforms. The hash tag #BeeskaTV will be leveraged across digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integrations and celebrity endorsements. The campaign will focus on how all members of a household can access television at their convenience. It will be promoted on social media as well.

Archana Anand

Archana Anand, Business Head, dittoTV, said, “With the new avatar of dittoTV, we are looking at changing the way India indulges in its favourite pastime, that is, watching television. With a price point of Rs 20, we see dittoTV serving as people's first and only screen, as their second screen at home, or just a personal TV on the go. Our campaign embodies strong consumer insight and an interesting slice of life situation. It is designed in a manner that conveys this simple message effectively across the country, through a combination of mass media and strategic marketing.”

Ramanuj Shastry

Ramanuj Shastry, Co-founder and Director, Infectious, said, “'#BeeskaTV' is what we want people to remember DittoTV as. A value proposition of access, articulated in accessible, everyday language. Ditto TV will change the 'who, what, when and where' of live TV viewing. We are proud to be part of a concept which is so revolutionary.”

Nisha Singhania

Nisha Singhania, Co-founder and Director, Infectious, said, “Rs 20 per month is an unbelievable price point and our communication focuses on just that, how you can watch live TV on the go, no matter where you are, at Rs 20 per month. The TVC brings alive the various situations in which dittoTV can ensure people don't miss out on their favourite programmes.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/07/beeskaTV.jpg

Credits:

Client: dittoTV

Creative Agency: Infectious

Executive Creative Director:  Ramkrishna Raorane

Creative team: Khalid Khatri, Ramkrishna Raorane, Chirag Raheja, Gaurav Joshi, Lakshman Khadapkar

Production house: Opticus Inc

TVC Director: Sanjay Shetty

Info@BestMediaInfo.com

Info@BestMediaInfo.com