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Big TV's new brand campaign
The Reliance Anil Dhirubhai Ambani Group's Big TV, a DTH (direct to home) service provider, has come up with a new brand campaign, Joy of Ownership, using customer testimonials.

The television ad has an attractive lady talks about how Big TV is the best. It shows how her gadget-freak husband was disappointed to find his new LCD TV not performing as expected. She very convincingly tells viewers that the upgrade was incomplete without Reliance Big TV.

The communication message of the campaign is 'Real, insightful and engaging'.

Spread across six weeks, this 360 degree high-decibel campaign has 'customer advocacy' as its theme.

Based on the insights derived from various consumer research surveyss done by Big TV, in collaboration with Millward Brown DTH Brand Track, the Joy of Ownership campaign rests on four advertisements around customer testimonials. The campaign has been ideated by Leo Burnett and the film has been executed by Ramesh Deo Production.

''Keeping up with the trend of not involving a celeb brand ambassador, the new TV commercial is structured on customer advocacy designed to promote a sense of 'joy of ownership'," says Umesh Rao, senior vice-president, Reliance Big TV.

Nitesh Tiwari, executive creative director, Leo Burnett Mumbai, says the brief given to the agency was "to share the joy Reliance Big TV has brought to its users and their reasons to move away from cable".

The team that has worked on the campaign includes Tiwari, Tushar Kadam and Labanya Ghosh (creative) and has been directed by Anand Iyer.

Big TV plans is spending Rs 50 crore on the brand campaign. The 360 degree brand activation will include print, radio, online, OOH, television and BTL. "More than 100 publications and more than 1,000 websites are being targeted for the new campaign," adds Rao.

The campaign will run across publications such as The Hindu, Lokmat, The Times of India and Dainik Bhaskar, amongst others.

The DTH provider has also planned a day long online roadblock for websites such as Yahoo!, Rediff, MSN and Sify.

As part of the initiative, only the campaigns of Big TV will run across these sites for the whole day. The company decided to go with the digital roadblock so that it can be linked with the official website of Reliance Big TV. Starting this weekend, the campaign will be seen on 1,000 websites.

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