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Update: ZEEL launches campaign to encourage HD adoption among cable, DTH customers
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[Image: Salman-KV-and-Pragya-KV.jpg]

MUMBAI: Media conglomerate ZEEL has launched a new campaign ‘Aankhon Ka Aandolan’ to build awareness about the benefits of a High-Definition (HD) channel viewing experience and drive a behaviour change.

With multiple players having pushed the HD subscription, its penetration still stands below 10%. With this new campaign, ZEEL aims to drive consideration to upgrade from SD to HD subscription amongst the current SD subscribers.

The campaign ‘Aankhon Ka Aandolan’ showcases the trouble that the eyes go through and the reason why they are out on streets to protest. The campaign further aims to educate viewers who would have heard about the HD experience being better but are not sure how it is significantly superior to what they are currently experiencing.

Launched in partnership with the country’s top DTH platforms like Tata Sky, DishTV, Videocon d2h, Airtel and cable platforms, the campaign aims to actively drive HD channel upgrades during this festive season. Hence, the creative campaign has a clear Call-To-Action with a missed call number that will allow consumers to opt for their DTH partner or call their cable operators and enquire on the HD offers available.

The core idea of the campaign is led by strong consumer insights that address the inferior experiences that the SD channel viewers are currently settling for – Less Clarity, Faded Colours & Stretched Pictures. Along with the SD viewers, the campaign also reaches out to those HD viewers who believe that HD viewing is only relevant for specific content, whereas HD experience is an overall upgrade to a superior quality viewing world.

Conceptualised by the company’s creative partners Lowe Lintas, the campaign aims to be the trigger to upgrade to HD subscription by showing the consumers, the superior quality HD viewing experience that they are missing out on. ZEEL currently offers 14 HD channels. With the revised MRP price point regime that is expected to come into play in a few months from now, and the changing consumer behaviour pattern, the viewer will now be able to independently choose HD and SD channels separately giving them the power to upgrade to a superior viewing experience.

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Airtel Digital HD Recorder / Kerala Vision Digital TV
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