Ever since the cable operators have troubled the Indian consumer with his whimsical ways and held the consumer to ransom during events such as the cricket world cup which are high in public interest, DTH providers have come up to do away with the ubiquitous cablewallah. Dish TV from Zee Entertainment & Enterprises Ltd. was the first DTH service provider in India. And it maintains its lead in the number of subscriptions.
Currently the industry is going through a price war with as many as 7 players in the fray. Dish TV, TataSky DTH, BIG TV, Airtel DTH, Sun TV and the latest to join the bandwagon Videocon DTH. 5 of them have used brand ambassadors. Shah Rukh Khan for Dish TV, Aamir Khan for TataSky, Saif Ali Khan and Kareena Kapoor for Airtel DTH and the junior Bachchan Abhishek for Videocon TV. But seriouisly, none of them have had any impact. All promotions done by these players in the TV space have been average. Only Tata Sky’s Aamirs ads have been a bit memorable. No one remembers SRKs Dish TV ads or Saifeena’s Airtel TV ads whereas BIG TV and Sun TV have not used any celebrities with below average ads.
The latest Videocon TVC starring Abhishek Bachchan is one of the most senseless ads ever seen. The ad, simply put, doesn’t have an objective. Are they trying to convey the fast service in installing the DTH after getting an enquiry? Is it a fast food service or something? Its understandable if the thought was to show quick after-sales service or repair service but what is the point in showing such boring people jumping. When the parameters to convey of clarity or convenience or cost is a requirement, this comes off as unrelated. Its earlier ad telecast during IPL 3 was also boringly talking of technology.
Abhishek Bachchan as a brand ambassador of Videocon doesn’t fit any attribute of Videocon. Not that the other celebrities are any better among its peers. It’s difficult to understand the rationale that the ad agency making this ad would have put before the client. And to top it, the client bought the idea. I would surely have loved to be a part of this presentation.
