Better late than never?

IIPM Best B-school

Brand: Airtel Digital
Agency: JWT

Being the sixth DTH player in the market required something more than the rest... So Airtel Digital’s launch campaign was launched with about 10 celebs (Vidya Ballan, R. Madhavan, Saif Ali Khan, Kareena Kapoor, A. R. Rehman, Zaheer Khan, et al ). Many were cynical. Celebs don’t work anymore, they said. But in this case, they did. Because the celebs did not overshadow the brand. “We launched our ads on October 8 and IMRB did a study for us on October 9, which showed that Airtel Digital TV already had extremely strong awareness and ad reach numbers,” explains N. Arjun, Executive Director, Bharti Telemedia, adding that spontaneous awareness was 37% and total awareness 58%. Need we say more?

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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