They came, he saw, they won

They came, he saw, they won

How does one announce the late arrival of a 1,000lbs guerrilla in a new category to make the entire diverse C&S country, with varied interests ranging from films, soaps and cricket, sit up and take notice? And, in a market entrenched with two media-savvy marketers, Dish and Tata Sky, entrenched in terms of mind space, not market penetration? The task is daunting and this commercial meets the challenge head on.

Airtel TV did not have to worry about mediaweights because the launch campaign was aided by a nervous new competitor adding to its weight and contributing to the buzz.

The strategic decision to brand the service Airtel TV is a masterstroke, and in my view will help make Airtel one of the most, if not the most, visible brands on TV and in other media—and help make it, arguably, the country’s most valuable single brand, dwindling market caps not withstanding.

I give the campaign full marks on communication. What now remains is the minor matter of monetizing the campaign through success in the marketplace, where the challenge is equally daunting.

Sam Balsara is chairman and managing director, Madison World

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