Videocon ropes in Abhishek for DTH brand

The Videocon group is getting ready to splurge on its DTH venture with a Rs 100-crore campaign featuring actor Abhishek Bachchan as the brand ambassador. Videocon d2h, the DTH brand of the group, has gone national with its services under a new company, Bharat Business Channel.

Speaking to Business Line, Mr Anil Khera, CEO, of the channel, said, “Abhishek has a clean image and will be recognised in the western, eastern and northern markets. We are hoping that he will create magic for the Videocon d2h brand. The company will spend Rs 100 crore for the ad campaign for a period of one year.”

Currently, Abhishek Bachchan endorses brands such as Omega, Idea Cellular, Motorola and Amex. A new campaign created by ad agency Ambience Publicis featuring the actor will be unveiled early next year with the baseline, ‘Direct Hai, Correct Hai.’

Interestingly, it was actor Shah Rukh Khan who unveiled Videocon’s new logo and brand identity recently. But the super star is already booked by Zee’s DTH brand Dish TV, and currently, features in its latest campaign. Reliance Communications’ DTH venture Big TV had also announced the Big B as its brand ambassador while launching its operations last year.

Videocon d2h will also be enhancing its presence in the rural markets and has decided to strengthen its regional channel portfolio. The cable dry markets such as Orissa, J&K, Himachal Pradesh and North Eastern states are been specifically targeted by the fledgling DTH player.

“The is potential for DTH players in the areas which are cable dry with scattered townships in states like Orissa are fast changing to the DTH platform. We offer four Oriya channels and will be increasing our regional content to drive penetration in such markets,” said Mr Khera.

In fact, Videocon d2h is already offering a slightly enhanced bouquet of regional channels compared to the rest of the players.

Besides, the DTH company would also be exploiting the synergies within the Videocon group as it goes national with its services.

“We are already manufacturing our DTH-enabled televisions from Videocon’s manufacturing facilities where there is mass production of televisions for all the television brands owned by the group,” said Mr Khera. Videocon d2h is targeting two million customers in its first year of operations.

Source: The Hindu Business Line

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