ATL Campaigns:
Campaign Name: Popular Pandey (March, 2018)
Product: Popular Plan with channels of different genres offered at a low price. 270 channels @ Rs.169 pm
Objective: Position Videocon d2h as an affordable DTH provider catering to all sections of family across different age groups
Target Market: Males 25-45 years in DAS III and IV areas using analogue cable, Free DTH services
Brand Communication: Pandeyji becomes popular amongst people of different age groups representing different genres after recommending Videocon d2h’s Popular Plan to them.
Media: TVC
Campaign Name: Go for Highera (August, 2018)
Objective: To promote regional content superiority of Videocon d2h in South Indian markets
Target Market: Males 25-45 years in All South Indian markets
Brand Communication: People purchase a product from a brand they have grown up with. They don’t question whether it is the best option for them or not. So the main protagonist in the film wakes up people by splashing water and urges them to ‘Go for Higher-a’. He makes them realize that Videocon d2h offers the maximum number of channels – Higher than the highest!
Media: TVC, Print, Media
Campaign Name: Alag Hi View (November, 2018)
Product: HD RF Set-top Box, d2h Infinity App, HD Set-top Box and 100% Cashback on SD & HD connections
Objective: To re-position d2h as a young and technologically advanced brand and capture significant share of new acquisitions during the festival season
Target Market: Refinement seekers and exhibitionists, Males, 25-4 years, All India, NCCS A,B,C,D
Brand Communication: Alag hi view mirrored the thought process of the youth today. They have different perspectives and different ways of doing things, meandering away from the traditional approaches. With television viewing evolving itself in distinct ways using the plank of technology, the campaign found a sweet spot in balancing youth-speak and brand philosophy.
Media: TVC, Print, Cinema
Campaign Name: DD Campaign (April, 2019)
Product: Value Combo Plan
Objective: To inform DD customers about the channels getting removed from their platform and getting them to re-activate their d2h accounts/get a new d2h connection
Target Market: HSM, MH, GUJ, Male 25-45 years, Sec D, E
Brand Communication: The sudden disappearance of popular channels from Free Dish is a calamity ! The panic created by loss of entertainment/channels has been communicated by a kid. The sad news was turned into a good news with d2h’s Value Combo Offer + India Cricket Add On
Media: TVC
Campaign Name: HD RF Set-top Box (August, 2019)
Product: RF Remote (Omni-directional remote)
Objective: To promote HD RF STB in top 42 cities (1 mn+) and take on the cable market
Target Market: Urban, Males, 25-50 years
Brand Communication: Comical film which shows a man whose hands have become stiff due to using normal remotes which work only when aimed at the STB. He is then introduced to d2h’s RF Remote, which can work from any direction and solve his problem of stiff hands.
Media: TVC, Cable Channels
Campaign Name: Loyalty ki Royalty (November, 2019)
Product: Long term recharge offer
Objective: To get de-active customers back on d2h with the long term recharge offer. For the first time a TV campaign undertaken for a retention offer
Target Market: Males 25-45 years, deactive customers, HSM, MH, WB, Assam, Odisha, AP/Tel, TN, Kar
Brand Communication: Loyalty/commitment pays off in the long run has been communicated by the protagonist in an endearing way
Media: TVC (Zee Group and Barter Channels)
Regular Print Campaign during Onam in Kerala Market
Campaign Name: d2h Stream (October, 2020)
Product: d2h Stream – Android Set-top Box
Objective: To introduce a new STB which lets one watch Live TV channels and OTT apps on the TV
Target Market: Males 25-45; Sec A, B; Mumbai, Delhi, Chennai, Kolkata, and top 38 cities where broadband penetration is high and 4G speeds are stable.
Brand Communication: Transform your normal TV to smart TV with d2h Stream
Media: Home channels, Social media
Campaign Name: Donate2Help (December, 2020)
Objective: To urge existing d2h customers to donate their extra d2h set-top boxes to under- privileged children so that they can continue education with the free educational channels and services on d2h
Target Market: AI; Existing d2h subscribers
Brand Communication: An emotionally evocative and beautiful story of a Kashmiri girl helping her father at the shop as her school was shut deeply moves our protagonist, a regular customer. He realizes what could get the girl to open her notebook again and donates his spare set top box lying at home and calls d2h to do the rest.
Campaign Name: Diwali Campaign with Rishabh Pant (November, 2021)
Product: Cashback offer on d2h HD RF Set-top Box
Objective: To announce appointing Rishabh Pant as brand ambassador and cashback offer on new HD connection
Target Market: Males 25-45 years, Kar, AP/Tel, TN, MH, BH/JH, UK, UP, CG, Delhi NCR, HP, J&K, Pun/Ch, RJ, Goa, WB, OR
Brand Communication: Complete entertainers – Rishabh Pant & HD RF Set-top box and
Media: Print