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Zee’s dittoTV launches campaign to promote its Rs 20 offering
MUMBAI: Subscription-based over-the-top (OTT) service dittoTV has launched a nationwide integrated marketing campaign to promote its new offering of 100+ channels for a subscription fee of Rs 20 per month.
The live TV platform has rolled out the campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop or tablet.
The marketing campaign includes a television commercial that resonates with the masses, digital activation across social media platforms, media and PR integration and activations, and extensive outdoor branding and activations.
The four-week campaign will tap into mass media channels such as television, print and radio. The campaign will be amplified on a bouquet of digital platforms and social media via heavy use of native content platforms.
The hashtag #BeeskaTV will be leveraged across digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integrations and celebrity endorsements.
The TVC for the campaign will focus on how all members of a household can now access TV at their convenience. It will be promoted on social media as well.
Commenting on the campaign, dittoTV business head Archana Anand said, “With the new avatar of dittoTV, we are looking at changing the way India indulges in its favourite pastime, i.e. watching television. With a price point of Rs 20, we see dittoTV serving as people’s first and only screen, as their second screen at home or just a personal TV on the go! Our campaign embodies strong consumer insight and interesting slice of life situations. It is designed in a manner that conveys this simple message effectively across the length and breadth of the country, through a combination of mass media and strategic marketing.”
To ensure that live TV is within the reach of every Indian, it has joined forces with telecom player Idea Cellular to offer its users of 3G and 4G internet packs a free monthly subscription with every recharge. It has also partnered Siti Cable, IITZ Cash, MCof and E-Zone. These strategic alliances will enable ZEEL-owned dittoTV to strengthen its distribution and subscriber base.