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Radio Mirchi’s creative team crafts campaign for dittoTV
MUMBAI: The creative services team of Radio Mirchi has crafted an insight-driven campaign for over-the-top (OTT) service dittoTV.
The campaign thought ‘Aapka chalta phirta TV’ communicates the essence of the product offering in one line.
The thought is communicated to the listeners in a fun-filled way with elements like “Agar TV ke paav (legs) hote toh aap TV ko kahan kahan lekar jate aur TV dekhna kahan pasand karte?”
Mirchi has also amplified the campaign through on-ground activities across India. An example of an activity is a character called ‘TVji’ that approaches unsuspecting people at bus stands and colleges and plays live TV for them.
For example, TVji played ‘Kumkum Bhagya’ for a female listener at a shopping centre who was about to miss her favourite show, leaving her pleasantly surprised.
Mirchi national head of creative services Shweta Iyer said, “TV is an essential part of everyone’s life. Watching live TV on the go will have an impact on the way TV is consumed. The quirky name of the campaign, ‘Chalta phirta TV’, lets people know what the product is all about. We have stretched beyond radio as a medium and covered on-ground to reach more people for dittoTV’s campaign.”
dittoTV business head Archana Anand said, “We’re very excited to have partnered Radio Mirchi on the ‘Chalta phirta TV’ campaign. On-ground has been a critical element of our disruptive ‘Bees ka TV’ campaign across India for dittoTV. This innovative idea from Radio Mirchi really helped bring alive the proposition of being able to watch live TV on the go to people across 11 cities. We are very happy with the huge interest it has generated and the response we have got for the campaign.”