Big TV is big on entertainment and Bollywood

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | October 22, 2008
The second campaign for Reliance ADAG's DTH service, Big TV, has been released; a couple more are in the pipeline

Reliance & #BANNER1 & # ADAG's Big TV has released a follow-up campaign after the successful launch campaign, which was a spoof on Airtel's DTH launch campaign. The launch TV commercial was the first phase of the campaign, and the new TVC is part of its second phase.

The ad shows a man who is stuck on just one line ('Mere Paas Maa Hai') from a movie he saw in his childhood till he is finally "cured" by the bigger impact of the 32 cinema halls service on offer from Big TV.

Jagdish Acharya, executive creative director, Mudra DDB, spoke to afaqs! about the details of the campaign. He says, "Outrageous transformation is the theme of the brand and, hence, that is the theme of the campaign as well. The philosophy is 'Ho To Big Ho, Varna Na Ho', which means it isn't worth it if it isn't big."

Jagdish Acharya
While the teaser campaign promoted the brand's philosophy, the new campaigns talk about the services offered by Big TV. In the current campaign, the emphasis is on the 32 cinema halls service. This service lets the consumer watch movies from 32 cinema halls across the country for a nominal amount per month. Big TV provides six special services (the 32 cinema halls service being one of them) and one campaign is expected per service.

But isn't the dialogue and Bollywood bit a little too clichéd and overused? Acharya replies, "The word entertainment is in the brand name itself and we have to justify the brand name. Even 'love' as a theme has been overused, but some people still manage to give it a fresh spin. We have done the same with Bollywood and entertainment."

Santosh Padhi

Satbir Singh
The TV ad will be followed by other media such as print and outdoor. Big TV has also ventured into cinema advertising at Adlabs movie theatres across the country. An ad before a film starts informs the audience about the 32 cinema halls service on offer from Big TV and how one can sit at home and enjoy movies using it.

The ad has been directed by Rajesh Krishnan of Soda Films and the service is targeted at all cable households across the country, including metros and small towns.

Santosh Padhi, executive creative director, Leo Burnett, says, "Bollywood is always entertaining, but the idea could have been executed in a better way. The ad is entertaining, but the message of the new service is not conveyed properly."

Satbir Singh, national creative director, Euro RSCG, has a different perspective on the ad. He says, "It is perhaps the freshest way. One of Bollywood's best known lines has been used. 75 per cent of the commercial is very good and entertaining. The end is a bit of a letdown though, but the proposition does come through."