Scarecrow Communications Mumbai rolls out new #TVBuddy campaign for dittoTV

DittoTV.jpgdittoTV has rolled out its new campaign '#TVBuddy' which showcases the Indian TV viewing habit that even if they are separated by geographies, Indians always like to watch the same TV content together and sometimes, even discuss and share it. Based on this insight, in the campaign by Scarecrow Communications Mumbai, the term 'TV Buddy' was coined. TV Buddies could be your mom, dad, relatives, childhood friend or just about anyone. And they could be living in any part of the world.

VIEW THE SPOT
DittoTV2.jpgAll this is made possible by dittoTV, India's first OTT TV platform that offers Live TV and videos on all internet-enabled devices.

The film has been created by Scarecrow Communications and directed by Bosco Bhandarkar of Good Morning Films.

It's a montage film showcasing various characters as TV Buddies. Like Amrita aunty in Mumbai and her daughter Preeti at a campus in New York. Investment banker Rohan in Mumbai and his sister, Ritu in Chennai. An architect Rohit in Ahmedabad and his traveller friend, Ronnie in Pune. They are watching different content across genres like TV series Jodha Akbar, reality show Dance India Dance and the movie Transformers, at the same time, no matter what the time zone is.

In the storyline, it's subliminally established that dittoTV lets people watch the same content across time zones, through connected devices such as smartphones, tablets and laptops.

Dtto3.jpgThe film opens with a narration by the young and emotive voice of Imaad Shah, son of the legendary film and stage actor Naseeruddin Shah.

The opening line of the film is "Socho toh aapki family mein bhi koi na koi aapka TV Buddy zaroor hoga..." and ends on a provocative comment 'Akele TV kaun dekhta hai yaar'.
In the product window, the film gives away the offering of dittoTV that is Live TV, TV Shows, Movies and Videos.
 
TV Buddies just have to download the dittoTV app and install it on their connected smart devices. Then, they can just play and watch Live TV, anytime, anywhere.
 
The dittoTV app also has other helpful features like 'Catch Up'. For instance, if one has to board a plane, after landing he or she can catch up on the favourite movie or TV serial - just from where he or she left off.

Ditto4.jpgTalking about the campaign #TVBuddy, Manish Bhatt, Founder Director, Scarecrow Communications said, "Indians are like flamingos. They flock together, even virtually while watching TV. As this insight has a strong connect, we kept the film simple to demonstrate dittoTV's role in the lives of Indian viewers".

Arunava Sengupta, Founder Director, Scarecrow Communications, added, "In the category of these app-based products, because of individual consumption, the selling point always has been about offering a personal space. But dittoTV breaches the wall and talks about consuming the entertainment together, instead of being confined to their own personal space. This, we believe, has a potential to create a disruption in the category".

Debashish Ghosh, CEO, ZDCL says, "ZEE has always been an innovator in the media industry over the period of 22 years. Its content has always resonated with the audiences and now we have taken it a notch higher with dittoTV. We believe that India is a country where we celebrate every occasion together; with #TVBuddy campaign we are aiming to lend TV viewing experience a personal touch where you can watch your favorite movie, TV show or a match with your TV buddy who may be miles apart from you. The essence of Indian audiences who have evolved with just one TV set today now have TV at the tip of their fingers!''

Credits -
Creative Team: Manish Bhatt, Raghu Bhat, Sunil Gangras, Anindya Banerjee, Anjali Rawat, Krupal Bhosale
Account Management Team: Arunava Sengupta, Rahul Banerjee
Client Team: Debashish Ghosh, Manoj Padmanabhan, Abhishek Karwar, Anshul Gupta 
Production House: Good Morning Films
Director: Bosco Bhandarkar
DOP: John Jacob Payyapalli
Executive Producer: Vikram Kalra
Producer: Doris George 
Associate Producer: Sarada Narayan
Production Designer: Dhara Jain
Costume Stylist: Isha Ahluwalia
Line Producer: Sandip Thube
Post Supervisor: Bharat Arote
Post Production: Prime Focus 
Narration: Manish Bhatt, Sunil Gangras
Music Composer (Narration & Background): Don Bhatt

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.