Lowe, the agency entrusted with the launch of India's first Direct-to-Home (DTH) service, Zee's DishTV, has just broken its multimedia campaign with the tagline "Bring your Passion home".
The launch campaign includes print, television and outdoor advertising. The content and quality of the offering is highlighted in the Lowe campaign.
Explains Mohit Beotra, vice president, Lowe , Delhi, "The first phase of the communication is targeted at the early adopters of new technology - those who are particular about what they watch and the quality of viewing that they seek .The communication taps into the passion they have for a certain genre of programming, hence the tag line: Bring your Passion home."
The primary target audience includes males, in the age group of 25 to 45 years, from cable TV households, who have a clearly defined areas of interests - sports, movies, and news. The Lowe campaign vividly highlights the DishTV proposition of quality viewing of quality programmes.
Sunil Khanna, CEO, DishTV, says, "DishTV brings the future of television viewing to India. It offers digital quality picture and stereophonic sound; and because transmission is direct to home from a satellite, there are no transmission losses ".
DishTV currently offers a bouquet of 112 TV and 13 radio channels which can be even added on to the existing cable connection.. It offers 19 exclusive channels that are available only on the DishTV format.
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