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DittoTV launches new brand campaign
MUMBAI: Zee Entertainment Enterprise Ltd’s over-the-top service DittoTV has rolled out its new campaign called #TVBuddy.
The campaign highlights that even if Indian viewers are separated by geographies, they always like to watch the same TV content together and sometimes even discuss and share it.
The campaign film has been conceptualised by Scarecrow Communications and directed by Bosco Bhandarkar of Good Morning Films. It’s a montage showcasing various characters as ‘TV buddies’ such as Amrita aunty in Mumbai and her daughter Preeti at a campus in New York.
The storyline establishes that DittoTV lets people watch the same content across time zones through connected devices such as smartphones, tablets and laptops. The film opens with a narration by Imaad Shah, son of film and stage actor Naseeruddin Shah.
‘TV buddies’ have to download the DittoTV app and install it on their connected smart devices. Then, they can just play and watch live TV, anytime, anywhere. The DittoTV app also has other helpful features such as catch-up TV.
Talking about the campaign, Scarecrow Communications founder director Manish Bhatt said “Indians are like flamingos. They flock together, even virtually while watching TV. As this insight has a strong connect, we kept the film simple to demonstrate DittoTV’s role in the lives of Indian viewers.”
Scarecrow Communications founder, director Arunava Sengupta said, “In the category of these app-based products, because of individual consumption, the selling point always has been about offering a personal space. But DittoTV breaches the wall and talks about consuming the entertainment together, instead of being confined to their own personal space. This, we believe, has a potential to create a disruption in the category.”
ZDCL CEO Debashish Ghosh said, “Zee has always been an innovator in the media industry over the period of 22 years. Its content has always resonated with the audiences and now we have taken it a notch higher with DittoTV. We believe that India is a country where we celebrate every occasion together; with #TVBuddy campaign, we are aiming to lend TV viewing experience a personal touch where you can watch your favourite movie, TV show or a match with your TV buddy who may be miles apart from you. The essence of Indian audiences who have evolved with just one TV set today now have TV at the tip of their fingers!”