See you at home… Airtel or BigTV?

So, my confusion was genuine enough and I was not puzzled unnecessarily … I was observing this ad on television showcasing a big Red Sofa and “See you at home” with small fonts mentioning “coming to your home on 9th Oct” but looks like they revealed their product on 8th itself as suddenly on 8th I saw the same Red Sofa with “See you at home with 32 cinema halls” or “See you at home with digital picture and sound” kind of promotion from BigTV. First reaction – ah another one from BigTV but then immediately one thought crossed my mind – why are they doing teaser campaigns again when they have already launched the product with that hopeless “Ho toh BIG ho campaign”! Got quite confused but then thought maybe because of the response to their pathetic creative last time they are planning to re-launch the campaign with a different message.

But well, got an answer to my confusion when I read yesterday’s Livemint having coverage on how BigTV crashed its rival Airtel Digital TV’s teaser campaign. That Red Sofa and “See you at home” campaign was originally of Airtel but the idea got skyjacked by BigTV’s campaign immediately. Since that teaser campaign was not having any mention of Airtel or any other brand, so Airtel was not having any copyright on the same. BigTV launched a stunningly similar campaign using that very similar Red Sofa and the same line “See you at home” with some extra additions like 32 cinema halls, digital picture etc. Ah, so it was a spoof on Airtel Ad and yet another counter strategy to spoil the campaign of a rival brand! Now spoofs, satire or take-offs are not something new in ad world in India – be it the never ending war between Cola giants or the strife between Telecommunication players. But now looks like with increasing number of players the same trend is observed in DTH industry as well. Nothing majorly wrong strategy wise but somehow I didn’t like this counter movement of BigTV at all – first they launch their service with a terrible campaign like “Ho toh BIG ho” and now this force fitted spoof using that red sofa needlessly. Wish instead of thinking of spoiling Airtel’s ad campaign if the creative agency of BigTV would have thought of some other original idea then chances are that they might have come out with something more sensible than nonsensical “Ho toh BIG ho”…

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3 thoughts on “See you at home… Airtel or BigTV?

  1. Pingback: Airtel Digital TV Ad « Marketing Chit-Chat

  2. Yeah… you said it!
    But it sure provides for some entertainment when two corporations clash. The ads get interesting with time and the product too betters because of competition!

    Rhett

  3. I wish their service delivery is as aggressive as their advertisements. BIG TV’s service is pathetic to say the least. I waited and went for BIG TV only to be disappointed. Bad customer support and callous attitude. I’ve sent repeated mails and no one had the courtesy to speak on a problem which is an internal process failure in BIG TV. Wonder if these guys are interested in retaining customers!!

    If they are, they will look up their database and call the owner of Smartcard id 200591 180821 in Bangalore.

    Mohan

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