AIRTEL DIGITAL TV

Aaker’s Model

Syndicate 4
 Airtel Digital TV
• Owned by Bharti Telemedia Ltd - A Subsidiary of Bharti Airtel Ltd

• Nationwide launch in October 2008

• Month long campaign building up the hype

• Digital TV is one of the four SBU operating under the Bharti Airtel Ltd group

• Was the 5th private operator to enter the Indian DTH market

• Current market share of 10.64% (Oct’09)

 
 David Aaker’s Ad Exposure Model
Awareness/familiarity
with brand

Information of brand
attributes/benefits
2

Creation of brand image

and personality
BRAND PURCHASE
AD EXPOSURE 1 1 ATTITUDE BEHAVIOR
1
Association of feelings
with the brand

2 Linkage of brand with

experts 2

Reminder or inducement
about brand trial
 DAVID AAKER’S AD EXPOSURE MODEL
David Aaker’s Ad Exposure Model

There are two routes:

Route one:
Ad exposure  Brand attributes  Purchase behavior

Route two:
Ad exposure  Purchase behavior  Brand attributes
 Aaker’s Model – Airtel Digital TV
Familiarity due to already
established brand AIRTEL

Highlighted as one using

MPEG4 DVB2 technology
2

Created an image high on

•Launched quality & glamour quotient Not the Market
Brand with high
Series Of 1 1 Quality services 1 Leader.10%mar
Pre - Launch Feeling of being VIP in your ket share
Backed by lot of
Ad’s 4 Hype. own room with so many
stars
•Hired multi celebrities welcoming
celebs
2 Quoted as one with excellent
picture quality and sound 2

Offers for FREE INSTALLATION &

CONNECTION
 Route One
• Awareness/Familiarity with Brand
– Legacy of AIRTEL brand name
– Big Red Chair as an brand Identifier
– “Come Home to Magic” Campaign
– Pre-Launch TV campaign

• Information of brand benefits/attributes

Various Packages as per customer Pay per movie
needs Widgets eg weather, news
MPEG4 DVB-2 technology updates
Universal remote Electronic Program Guide
Interactive services eg Games, Bigger size of dish leading to
Competitions better quality service
World Space Radio Online Recharge
24*7 customer service support
 Route One
• Creation of Brand Image/ Personality
– image of assurance of quality services
– endorsed by famous personalities - glamorous image
– customer friendly brand
– No 1 image- ranked the Best DTH Operator- Living Digital magazine
(Jan '09)
• Association of feelings with the Brand
– Feeling of being a VIP in your living room
– Feeling of High Status
– Feeling of using a good quality product
– Feeling to using the most advanced technology
 Route One
• Linkage of brands with experts
– “Come Home to the Magic” campaign
– Featuring many celebrities together
– Famous personalities endorsing the quality of service offered
– Using latest technology

• Brand Attitude
The attitude developed towards Airtel Digital TV as a brand was that of
using the latest technology with high glamour quotient that made you feel
like a VIP in your own living room with Big Red Chair.
 Route Two
• Offers FREE CONNECTION and FREE INSTALLATION with its high end packages

• Packages come with a lot of freebies like interactive games widgets

• Viewers can participate in real time competitions and win various trips and prizes

• AR Rehman visiting the home of winner taking the “Come home to magic”
campaign to the next level

• Special offers were made to consumers of other Airtel products like GSM,
Landline, Boradband services.

• Group Discounts were given to the new consumers who choose Airtel  
Free Promo
Free Promo
Thank You!!!