DittoTV launches 'Bees Ka TV' campaign to reach out to the masses

The live TV platform has rolled out an integrated campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop, or tablet.

DittoTV, the live TV platform owned by Zee Digital Convergence Limited (ZDCL), has launched a nationwide integrated marketing campaign called Bees Ka TV. The brand has rolled out the campaign in 16 cities to raise awareness about the affordable platform that makes TV accessible to anyone with a phone, laptop, or tablet.

The four-week-long marketing campaign includes a marketing mix which consists of a television commercial (TVC), digital activation across social media platforms, media and PR integration, and extensive outdoor branding and activations.

While the TVC and the DittoTV platform went live on July 14, 2016, the print and outdoor campaign went live on July 18.

Speaking about the newly-launched campaign, Archana Anand, business head, DittoTV, says, "With a price point of Rs 20, we see DittoTV serve as people's first and only screen (as their second screen at home), or just a personal TV on the go! Our campaign embodies strong consumer insight and interesting slice-of-life situations."

Anand says that the campaign is designed in a manner that conveys this simple message effectively across the length and breadth of the country. "This is being done through a combination of mass media and strategic marketing," she says.

#BeeskaTV is leveraged across various digital platforms to drive its key value proposition. In addition, there will be partnerships with complementary brands through integration and celebrity endorsements.

Commenting on the new initiative, Ramanuj Shastry, co-founder and director, Infectious, the creative agency which has conceptualised the campaign, says, "#BeeskaTV is what we want people to remember DittoTV as. The brand will change the 'who, what, when, and where' of live TV viewing. We are proud to be part of a concept which is so revolutionary."

DittoTV has also joined hands with Idea Cellular to offer its users (of 3G and 4G internet packs) a free monthly subscription with every recharge. It has also partnered with Siti Cable, ITZ Cash, Maharashtra Cable Operators Federation (MCOF), and Ezone.

According to Nisha Singhania, co-founder and director, Infectious, Rs 20 per month is an unbelievable price point. "And, our communication focusses on just that -- how you can watch live TV on the go, no matter where you are, at Rs 20 per month. "The TVC brings alive various situations when DittoTV can ensure people don't miss out on their favourite programmes," Singhania says.