To attract new customers for its direct to home (DTH) service, Airtel digital TV (of the Bharti Airtel Group) has announced a promotion which will literally bring stars to the doorsteps of its customers.
The promotion seeks participation through a contest where customers have to complete a slogan on why they love digital TV. Six winners chosen by a jury will receive a visit from a celebrity such as AR Rahman, Saif Ali Khan, Kareena Kapoor, Zaheer Khan and Gautam Gambhir, who are also brand ambassadors for Bharti Airtel and were part of the launch TV commercial.
Interestingly, this contest is only open to new customers who subscribe to the service and the promotion will continue till the end of May.
Srivastava says, "After the mega launch, we felt that this was the right time to create a big bang." The promotion will be advertised through TV, radio, out of home and the Internet. The creative agency of the company is JWT.
Apart from the celebrity visits, the company is also offering other prizes such as LCD TVs, MP3 players, mobile phones and vouchers.
Srivastava says that since the service was launched in October 2008, it has been adding 1,00,000 subscribers every month.
In an increasingly competitive market, how will Airtel digital TV differentiate itself?
Srivastava claims that it is the superior technology that sets it apart. The company uses the MPEG4 DVB S2 technology, which allows advanced compression of signals without compromising on quality. It claims that it is the only DTH provider in the market with this technology.
Airtel digital TV provides more than 150 channels across India.