Reliance BIG TV ushers in Diwali with ‘Joy of Ownership’ Campaign

Invests Rs. 50 Crore for the 6 weeks 3600 Brand Campaign

October 16th, 2009: Reliance BIG TV, India’s fastest growing DTH service has revealed an all new brand campaign based on the “Joy of Ownership.” Spread across six weeks, this 360 degree high decibel campaign has ‘customer advocacy’ as its core theme. The company is spending a whopping Rs. 50 Crore on the brand campaign, which aims to target 2,000 GRP’s across various channels in the Hindi general entertainment, News, Sports, Kids, Music and movie channels. The 360 degree brand activation will include Print, Radio, Online, OOH, Television and BTL. More than 100 publications, 50 radio stations and 1,000 websites are being targeted for the new campaign. The new TVC has been prepared by Leo Burnett and the film production by Ramesh Deo Films.

The new brand campaign will focus on ‘category development’, which no other DTH player has focused on so far. Largely, DTH players have been flexing star power to woo consumers whereas Reliance Big TV believes in taking a completely different route to reach consumers. The campaign is based on the key triggers including superior viewing experience, freedom from the cable operators (giving an uninterrupted viewing experience), wider choice of channels and upgrading the standard of living. Campaign also focuses on consumer delight drivers and dispellers of myths attached to the DTH category.

Commenting on the launch of this new campaign, Mr. Umesh Rao, Senior Vice-President, Reliance BIG TV said, “The new TV commercial is structured on customer advocacy and aims to promote a sense of ‘joy of ownership’ of Reliance BIG TV.”

Reliance BIG TV has also planned a unique initiative to reach out to online audiences: a day long online roadblock for websites such as Yahoo!, Rediff, MSN and Sify. As part of the initiative, only the campaigns of Reliance BIG TV will run across these sites for the whole day. The online campaign will start this weekend on 1,000 websites.

Reliance BIG TV plans to go aggressive with this campaign to ensure that no touch points are left unattended during the festive season. Reliance BIG TV has added 21 new channels on its platform and is offering the lowest package of Rs. 1690/- with three months free subscription. In addition to the offerings, latest Bollywood blockbusters like What’s your Rashee?, Kaminey, Rock on and Black Friday are being telecasted on the Pay-Per-View channels. In spirit of the festive season, Reliance BIG TV has showered the market with great content and offerings to enhance customer value.

Reliance BIG TV DTH:

A wholly owned subsidiary of Reliance Communications, India’s largest integrated telecom service provider, offers India’s first fully Digital Home Entertainment Service using MPEG-4 platform, under BIG TV DTH brand. The world’s most advanced MPEG4 DTH technology platform enables BIG TV DTH to offer over 200 TV, Cinema and Audio channels, the highest by any other DTH operator in the country. With 32 exclusive movie channels in English, Hindi and Regional languages, BIG TV DTH offers a choice of 600 new movies every year, unmatched by any DTH or cable operator in the country.

The country’s largest on-ground infrastructure for a Home Entertainment created by TV DTH would enable the company to serve over 5 million new customers every year and will offer multiple price points and packaging BIG offers to suit needs of all customer segments. The state-of-the-art Customer Service mechanism is fully functional and ready to serve a minimum of 50,000 customers every day in 11 Indian languages. Available at launch at 1 lakh retail outlets across 6500 towns, over 2000 exclusive Reliance branded stores, BIG TV DTH is the largest retail rollout of a Home Entertainment Service in India. BIG TV DTH Toll Free Number: 1-800-200-9001; Website: www.BIGTV.co.in SMS BIGTV to 55454.