Ditto TV 'does' it on a YouTube campaign

By Satrajit Sen , afaqs!, New Delhi | In Digital | June 26, 2013
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A series of interactive videos on the Ditto TV YouTube page attempt to twist the concept of 'anytime viewing' in a tongue-in-cheek manner.

Ditto TV, an OTT (Over-The-Top) TV distribution platform from Zee New Media, has launched a video campaign on YouTube urging users to 'do it, anywhere, anytime and with anyone'. Giving a fresh twist to the concept of 'anytime viewing' with a new teaser campaign that attracts eye balls, and perhaps raises a few eyebrows. Ditto TV has unveiled a series of interactive videos on the Ditto TV YouTube page.

Ditto TV Campaign

Designed by Percept/H India, the tongue-in-cheek campaign is targeted to intrigue and tickle the young viewers. In the ad, the protagonists - Nick and Neha - invite the viewer to tell them where they should 'do it'. Once a place (for example, the 'Garden') has been entered by the viewer, what follows is a video with Nick and Neha 'doing it' i.e. Watching TV using Ditto TV - at the place that the viewer entered.

The company has a collection of videos for some of the common places typed in by the users, including bedroom, conference room, living room, car and lift. However, for some demands that do not have a video as an answer, it shows the protagonists saying that they had just done it there the other day and ask for some other place.

According to the company, the underlying theme of the campaign is to ask the users 'You name the place and we allow you to watch TV/Movies/Shows there.'

The campaign will run over two months and will drive online traffic to the site using online advertising tools such as call-to-action overlays, video ads and banners, along with the Ditto TV Facebook page. The current campaign is, in fact, the second wave of the print campaign that was timed around the launch of Ditto TV in February, 2012.

Vishal Malhotra

Ryan Menezes

Speaking about the idea, Vishal Malhotra, business head, new media, Zee Entertainment Enterprises, says, "The key objective running through all of Ditto TV's communication is to connect with our predominantly mobile and techno-savvy target audience in a way that resonates with them. Breaking away from stereotypes, we have attempted to do something different by executing an interactive YouTube campaign on an off-beat theme to encourage viewers to check out what Ditto TV is and does. Our last campaign was hugely popular and swelled our subscriber base manifold; we expect the current campaign to be an even greater success."

Highlighting the brief, Ryan Menezes, chief creative officer, Percept/H, the creative agency behind these videos, says, "The challenge was to get the message across and create communication that was as exciting. Since the target was youth, we decided to play on their inherent naughtiness and irreverence by using the double entendre of "Doing it anywhere." We created a mini-series about a couple that loves to do it everywhere, with an interactive twist that lets the viewer get in on the action, supported by a motley cast of bizarre characters including a retired superhero, to add to the fun."

Ditto TV was launched by ZEEL in February, 2012. It has 1.9 lakh paid subscribers and more than 12 lakh registered users across 251 countries. The platform offers live TV and on demand content to consumers on their mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs.

Along with its India launch, Ditto TV is now available across the globe in all international markets such as the US, UK, UAE, New Zealand, Australia and others. Currently hosting 57 live TV channels, Ditto TV has partnered for content with IndiaCast Media Distribution, Big CBS Network, Multi Screen Media (Sony Entertainment Television), TAJ TV Limited, Sri Adhikari Brothers, TV Today Network, BBC, and ZEE.

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