Marketing Warfare has now moved way beyond the Cola domain and today has reached the other segments. The case I am referring to is the advertisement created by Reliance BIG Tv to counter Airtel's DTH launch.
Now let me tell you about the background first, The DTH business is a rapidly growing business , already biggies like Tata Sky,Dish TV, DD direct are present in the market. Sensing this as an business opportunity Reliance ADAG group also very recently launched its BIG DTH services. Bharti Airtel also had plans to enter in this business and had planned to launch its DTH services in India on 9th October.
Now comes the real story , to generate curiosity amongst audiences Airtel started the teaser Ads showing a Red Sofa, and a caption "see you at home on 9th".
This advertisement started appearing on the national televisions few days back prior to the launch , i.e in the first week of Oct.
But here came the master stroke from the Reliance Creative Ad agency, sensing this empty Red sofa as an opportunity, within a day Reliance launched an Ad with similar settings i.e Red sofa and with the caption "See you at home with 250 channels..."
The Reliance creative ad agency fully utilized the buzz created by the Airtel's ads and was sucessful in associating itself with the "Red Sofa" i.e the curiosity around the teaser ads, as a result Airtel actually had to prepone their launch of DTH services and they started showing their full advertisement with their brand name.
But honestly i feel that the damage was already done, consumers actually took a minute to understand which ad belongs to which company, and initially they all thought that this Red Sofa belongs to BIG Tv only.
Analysing this very closely i sincerely feel that the creative people at Reliance truly got it right, they were able to take a little fuzz out of the grand launch of Airtel's DTH services.
Its True "Marketing is Warfare"
Now let me tell you about the background first, The DTH business is a rapidly growing business , already biggies like Tata Sky,Dish TV, DD direct are present in the market. Sensing this as an business opportunity Reliance ADAG group also very recently launched its BIG DTH services. Bharti Airtel also had plans to enter in this business and had planned to launch its DTH services in India on 9th October.
Now comes the real story , to generate curiosity amongst audiences Airtel started the teaser Ads showing a Red Sofa, and a caption "see you at home on 9th".
This advertisement started appearing on the national televisions few days back prior to the launch , i.e in the first week of Oct.
But here came the master stroke from the Reliance Creative Ad agency, sensing this empty Red sofa as an opportunity, within a day Reliance launched an Ad with similar settings i.e Red sofa and with the caption "See you at home with 250 channels..."
The Reliance creative ad agency fully utilized the buzz created by the Airtel's ads and was sucessful in associating itself with the "Red Sofa" i.e the curiosity around the teaser ads, as a result Airtel actually had to prepone their launch of DTH services and they started showing their full advertisement with their brand name.
But honestly i feel that the damage was already done, consumers actually took a minute to understand which ad belongs to which company, and initially they all thought that this Red Sofa belongs to BIG Tv only.
Analysing this very closely i sincerely feel that the creative people at Reliance truly got it right, they were able to take a little fuzz out of the grand launch of Airtel's DTH services.
Its True "Marketing is Warfare"
3 comments:
We received our Ohana sectional today and are very pleased so far. It came on a freight truck, packaged extremely well on a pallet with all pieces already assembled. The cushions are a nice beige color, slightly darker than pictured. The pieces can be arranged in many different configurations. The pieces are lightweight for easy moving. For the price, you can't beat it!
This Couch is really great! Of course its not the finest couch ever but for 500 bucks I cannot complain at all. small sofa came in about 5 days and was easy to assemble. 3 separate boxes so fits in any elevator or staircase. Had a minor tare on the ottoman on very bottom but its really no big deal.
If you need a small sofa couch on a budget but still want something more spacious than a love seat this is for you. Also the ikea couch that is a similar model is about 100 more not to mention needing to get it to your apartment yourself so I prefer this option.
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