First it was Dish TV, then Tata sky, then Big TV, and now its Airtel Digital TV. No I am not discussing about the DTH services in India. This is about the new Airtel Digital TV Launch Ad.

The star War started by Dish TV endorsed by Shahrukh Khan, Tata Sky Endorsed by Aamir Khan, has suddenly taken a huge leap in the new Airtel Digital TV ad.

The launch ad of Airtel DTH service is no less than a multi starrer movie. Assembling almost 10 celebrities in one commercial, JWT, Airtel’s Agency has certainly made people notice the brand.

The Plot: A man, Rahul, steps out of the airport to find a large group of people welcoming him, holding the banner Welcome Home Rahul. The group includes a music band, dancers ( Ballet & Kathakali), girls in Baywatch-like swimwear etc. They are there to welcome him into the world of entertainment. Actors such as Sudha Chandran (representing the soap opera genre),  Raju Srivastav (represents comedy),  while VJ Ranvijay Singh (represents movies/Music), in his cowboy style.

Endorsers, R Madhavan and Vidya Balan accompany him in a luxury car to his home. Cricketers Zaheer Khan and Gautam Gambhir, along with persons representing sports other than cricket, welcome him into the lift, (they all represent the sports). As he reaches his house, the door opens to reveal Kareena Kapoor. Rahul’s wife makes an appearance and ushers him in, where Airtel endorser, AR Rahman carries forward the genre of music with Airtel’s signature tune. And Saif Ali Khan is there to welcome him too.

[youtube=http://in.youtube.com/watch?v=4Xd5qQgIrLo]

Market Facts:

According to reports, DishTV, one of the first and oldest players in the market claims to have a consumer base of 3.5 million, while Tata Sky has 2.5 million and Sun Direct has 1 million.

Airtel digital TV aims to achieve 20 per cent share in the DTH pie, as compared to the new entrants of the year, reveals Chandru (head, brand and media, Bharti Airtel).

(Inputs from Agency FAQ’s)