Even before Bharti Airtel's Digital TV is launched in the market, slated on October 9th, Big TV has gone one up in this DTH rivalry. Airtel Digital TV has been running a teaser ad campaign prior to its launch for the past week. The 12-second commercial shows animated characters dancing around and suddenly a sofa appears and the characters end with the punchline, "See you at home." It doesn't say anything else or indicate that its Airtel Digital TV ad. But Big TV guessed it right, and spoofed the ad.
Reliance ADAG used the same set up and punchline "See you at home," the only difference being that the ad showed Big TV logo and its features of 32 cinemas and 200+ channels. The viewers thought that this ad belonged to Big TV. You can watch the Airtel Digital TV teaser ad.
Big TV also noted that Airtel had no copyright claims since the teaser ads ran with no brand logo or name. Clearly the marketing war has begun. With Reliance aiming to capture 40% of the market share, don't be surprised to see few more spoofs.
India has an estimated seven million paying DTH customers and this is expected to grow to 25 million by 2012, as per estimates by FICCI.
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