MOVIE CRASHER by J. Walter Thompson Mumbai for Airtel

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MOVIE CRASHER

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Industry TV, Сable/Satellite television
Media Case study
Market India
Agency J. Walter Thompson Mumbai
Director Shaad Ali
Executive Creative Director Senthil Kumar, Priti Kapur
Copywriter Sayantan Choudhury
Released February 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: BHARTI AIRTEL
Product/Service: AIRTEL DIGITAL TV
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT India)
Executive Creative Director: Priti Kapur (JWT India)
Senior Creative Director: Kishaloy Basu (JWT India)
Creative Director (Copy): Sayantan Choudhury (JWT India)
National Creative Director: Senthil Kumar (JWT India)
Media placement: Use Of Celebrity - Zee Cinema (Movie Channel) - 18th April, 2011
Summary of the Campaign
Airtel Digital TV was launching its High Definition services. The problem was that the proposition was an age old one – better picture and sound – that had become a blindspot for the audience.
Thus, we wanted to do a commercial that would create incredible PR potential so that it would be written about and read as much as it would be seen. And unlike other PR campaigns, the proof of the effectiveness of this campaign would depend on hard data: the number of high definition connections sold after the campaign.
We hired Kareena Kapoor, one of Bollywood’s top actresses and star of a recent blockbuster film, Kurbaan, and re-created an intense scene from the movie, Kurbaan. During the television première of the movie, at the appropriate place, we broke off transmission from the film and played our commercial instead. For the people watching, it seemed like a seamless continuation of the film. It’s only when they saw the end did they realise that it was a commercial for Airtel digital TV high definition.
The campaign created a storm of coverage on the internet and the media, as well as made a huge impact on the numbers recorded:
1,300 Airtel digital TV high definition boxes were sold per day
A 400% increase
Over 10% increase in total connections
The Situation
The situation was the launch of Airtel Digital TV High Definition. The problem was that the proposition was an age old one – better picture and sound – that had become a blindspot for the audience. In such a situation, doing just another commercial for it would have been useless. And we wanted to create an experience that would embed Airtel high definition in consumers' minds. Thus, the need for doing a commercial that would have incredible PR potential, and that would get written about and read as much as it would be seen.
The Goal
Although the success of the campaign depended on getting people talking and writing about the commercial, the real proof of success would still remain the boring, but absolute numbers - the number of Airtel High Definition connections sold.
The TA of the campaign was all working professionals, within the age groups of 25-35 in the various cities of India.
The Strategy
The idea was to do a commercial that would re-create a scene from a famous blockbuster Bollywood film, then, on the film's TV première, replace that scene in the film with the re-created commercial.
The planning for the commercial involved selecting a blockbuster film that would be premièring on TV soon. On selecting the film, Kurbaan, we then had to sign up the film's main protagonist, the Bollywood superstar Kareena Kapoor. We then shot the commercial with Kareena in the exact way the scene was shot.
Execution
During the première of the blockbuster Bollywood film, Kurbaan, we replaced a pivotal scene with the re-created commercial, made with the film's protagonist Kareena Kapoor. For the viewers, it seemed like a seamless continuation of the film. It’s only when they saw the logo at the end did they realise that it was a commercial for Airtel digital TV high definition.
Documented Results
The commercial led to an explosion of coverage on the internet as well as the media. Happily, it also seemed to make a huge impact on the numbers, which is what the original success barometer was:
1,300 Airtel digital TV high definition boxes were sold per day
A 400% increase
Over 10% increase in total connections