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."
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."
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."