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<ul><li><keyword id="2778781" type="General" weightage="20" keywordseo="xiaomi-tv" source="Orion">Xiaomi TV</keyword> has launched a multi-film campaign that highlights its hardware features like Vivid Picture Engine, Slim Bezel-less Design, and Dolby Audio, along with <keyword id="6242167" type="General" weightage="20" keywordseo="patchwall" source="Orion">Patchwall</keyword> – India’s most popular content aggregation platform on Smart TVs.</li><li>The campaigns have been conceptualized by Lowe Lintas Bangalore and features actors <keyword id="744057" type="General" weightage="20" keywordseo="manish-chaudhary" source="Orion">Manish Chaudhary</keyword> and <keyword id="6454364" type="General" weightage="20" keywordseo="prit-kamani" source="Orion">Prit Kamani</keyword>.</li></ul>Xiaomi TV has launched a multi-film campaign conceptualized by Lowe Lintas Bangalore. The campaign highlights Xiaomi <keyword id="169786" type="General" weightage="100" keywordseo="smart-tv" source="Orion">Smart TV</keyword>’s best-in-class hardware features like Vivid Picture Engine, Slim Bezel-less Design, and Dolby Audio, along with Patchwall – India’s most popular content aggregation platform on Smart TVs. <div type="Youtube" id="ouisNqjdbPk" title="Xiaomi TV: Get the 10/10 Experience With PatchWall" thumbUrl="https://i.ytimg.com/vi/ouisNqjdbPk/mqdefault.jpg"></div> <div type="Youtube" id="VsKFfbP1JeA" title="Xiaomi TV: Get the TV that gets you!" thumbUrl="https://i.ytimg.com/vi/VsKFfbP1JeA/mqdefault.jpg"></div> <div type="Youtube" id="FYFiNlOPrnQ" title="Xiaomi TV: Censor Smartly" thumbUrl="https://i.ytimg.com/vi/FYFiNlOPrnQ/mqdefault.jpg"></div> Pandemic has seen a spiking demand for home entertainment as people spend more time at home, and such a demand has become synonymous with increasing Smart TV adoption. India has always been a lucrative market for Televisions. With an existing base of non-smart TV customers looking to upgrade, the country holds great potential for the growth of the Smart TV segment. Improving technical specifications and highly competitive prices have further driven the growth of the category – of which Xiaomi already holds a lion’s share. What truly makes a TV smart is the combination of hardware and software, and this is the USP of Xiaomi’s Smart TV that the campaign films aim to highlight. The campaign leans on the insight that every household has someone who has the final word on all things technology – usually a teenager who is Gadget Guru of the house; and they don’t just understand technology well, but can also simplify the workings of it in layman’s terms for the rest of the family. The campaign’s objective is to make Xiaomi the default choice for Smart TV buyers and further increase the brand’s market share in the Smart TV segment. <keyword id="13087474" type="General" weightage="20" keywordseo="kris-lukose" source="Orion">Kris Lukose</keyword>, Marketing Lead – TV, <keyword id="2210169" type="General" weightage="20" keywordseo="xiaomi-india" source="Orion">Xiaomi India</keyword>, said, “Over the last four years, we at Xiaomi have been working relentlessly towards our commitment to make great smart TV technologies accessible to everyone. As a result, we’re the number one smart TV brand in the country today with huge prevalence across diverse consumer groups in India. We are proud to have played an instrumental role in driving Smart TV adoption in India by offering consumers a deep integration of hardware and software on all our devices. The software on a smart TV is a key differentiator today with changing media consumption habits. And so with this campaign we want to push consumers to really question how smart is their smart TV really. With PatchWall on our smart TVs and its inherent premium features like Universal Search, IMDb ratings, Kids Mode and much more, we’re certain Xiaomi TVs are the smartest of all smart TV offerings today.” Lowe Lintas Bangalore has built this campaign around the life of a father-son duo in every film; the son uses features of Patchwall to help his dad come out of sticky situations. The films produced by Lintas C:EX feature Manish Chaudhary in the father's role and Prit Kamani playing the son. Three unique features of the Patchwall are highlighted in the films – Universal Search, Kids Mode and IMDb Ratings. Talking about the campaign, <keyword id="3076996" type="General" weightage="20" keywordseo="sagar-kapoor" source="Orion">Sagar Kapoor</keyword>, Chief Creative Officer, Lowe Lintas said: “In a world where people only look at the hardware features in a smart TV, what actually makes a TV a smart one is the software behind it. In this case, Xiaomi’s Patchwall software is the brain of the TV and its amazing features make it a truly smart TV. The clarity in the brief led us to crafting a campaign that was both simple yet engaging. While the stories are based on the features, we wanted to ensure the overall communication doesn’t become just functional. Hence the idea of the father son duo was cracked. This helped us package all the functional information in a fun storytelling format.” The films are live on digital platforms.

Xiaomi TV launches a 3-part campaign conceptualized by Lowe Lintas in an attempt to increase its market share in the smart TV category

<ul><li>In its Valentine Day’s campaign, Netflix apologises to all the couples who have fought in the past because of the application. </li><li>Its latest ad is about a broken-up couple, who communicate via Netflix and ruin each other’s content recommendations.</li></ul><keyword id="3194526" type="PERSON" weightage="20" keywordseo="Netflix-India">Netflix India</keyword> has done it again. In its Valentine’s Day campaign, it has released an apology for all the drama it has caused between couples who fight for sharing the app, which clearly stands out in the market full of mush and cutesy videos. In today’s time, the ultimate way of showing affection to your partner is by sharing the password of your Netflix account, conveying that you are taking it to the ‘next level’. But what happens if you split up? Do you change the password or wait for the plan to expire? Or simply respect your decisions and not peep into each other’s accounts? Sounds highly unlikely. This is what Netflix’s latest campaign navigates. The broken-up couple in the advertisement, played by social media influencer <keyword id="6220868" type="UNKNOWN" weightage="20" keywordseo="Aisha-Ahmed">Aisha Ahmed</keyword> and Prit Kamani from Netflix’s Original film ‘Maskaby’ releasing later this year, are not willing to let go of their beloved account. They come up with destructive plans for each other like messing with the content recommendation engine, changing the account names etc. The battle escalates when Prit Kamani adds another account of his new significant other and Aisha Ahmed comes up with the master plan of using Netflix on all her devices available. 
 
 <div type="Youtube" id="Lgnc1MZ-3fI" title="Sorry: A Valentine's Day Message from Netflix India" thumbUrl="https://i.ytimg.com/vi/Lgnc1MZ-3fI/mqdefault.jpg"></div>





 This contemporary take on love has been created for Netflix by 22Feet Tribal Worldwide and directed by Dar Gai. Valentine’s Day has been all about celebrating love and here is Netflix talking about break up. However, it is known for its quirky social media campaigns and it did not disappoint us this time, too!

Netflix apologises for all the fights it has caused between couples in the past on Valentine's Day

Since 2014, the DTH category has begun focusing on small towns and villages in India, and these are markets where the demand for bite-size consumption exists. <keyword id="94550" type="CITY" weightage="20" keywordseo="Tata-Sky">Tata Sky</keyword>, a DTH service provider in India has introduced the 'Daily Recharge,' voucher empowering subscribers to pay only for the days they watched TV. This concept allows a minimum recharge value starting at Rs.8/-, making it the smallest denomination of recharge voucher in the television viewing sector globally. 
 
Available as a scratch coupon, the recharge is also available in higher denominations of Rs. 10, 20, 50 and 100 and will be effective for a maximum of 24 hours, midnight-to-midnight. These cards will be available even at general stores and small kiosks, including grocery (kirana) stores, across the country. 
 
For such a unique product the campaign also had to be innovative. What the company had to achieve was a behavioral shift, hence they went beyond the 30 second format of TV advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge here was to amplify the everyday usage of the brand and thus the benefits associated with it. 
 Tata Sky, along with its agency <keyword id="456680" type="COMPANY" weightage="20" keywordseo="Ogilvy-Mather-India">Ogilvy &amp; Mather India</keyword> launched this product with a unique love story that promotes everyday usage in an interesting manner. The promise: "Daily milenge toh pyaar to hoga hi" is a simple expression of the product benefit and the brand promise. 
To further reinforce daily usage, the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story. 
 
 
 Speaking about the idea behind the campaign, <keyword id="2811220" type="UNKNOWN" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Executive Creative Director, O&amp;M Advertising, says, "The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. With a product so innovative and communication so unique it is just a matter of time before these consumers fall in love with Tata Sky." 
 The campaign, which is launched during the <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword>, also has a strong interactive leg to it. The boy and girl update their social profiles on daily basis as the story unfolds. Besides, people also end up helping the boy decide what to do next every single day, through the <a href="http://www.tatasky.com/wps/portal/TataSky/campaigns/dailyrecharge1" rel="nofollow">Daily Dillagi contest</a>, which is inviting contestants to take part and help out Mannu make his moves in getting the love of his life and stand a chance to win a Tata Sky connection. 
 
Malay Dikshit, Chief Communications Officer, Tata Sky, says, "For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&amp;M has beautifully brought alive this journey with the help of this addictive love story." 
 
Daily Boost 
With the understanding that there is a demand in smaller towns and villages for bite sized consumption (much like shampoo sachets and small sized mobile recharges), the 'Daily Recharge' card enables Tata Sky to make inroads into these untapped markets. Moreover, with digitization phase III still a year away, this plan should help accelerate acceptance of DTH sector in India. 
 
This innovation by Tata Sky puts the subscriber in control of his/her TV viewing expenses. There are a substantial number of subscribers who pay a monthly charge, but for some reason or another are unable to view TV on a daily basis. Tata Sky's Daily recharge now enables them to now choose when to pay for their TV viewing. 
 This consumer today in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky's Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or <keyword id="174153" type="POSITION" weightage="20" keywordseo="DTH-player">DTH player</keyword> in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization. 
 
Besides, for a large part of the population can plan and recharge their set top boxes on days when electricity is available, or when they are back from vacation. Similarly, they can decide on days when not to recharge for example during exam days or when travelling away from home. 
 
Currently, the total DTH subscription base in India is 6.2 crore across all six operators. Tata Sky's share currently stands at 1.4 crore subscribers. Tata Sky is trying to penetrate the rural areas with improper electricity supply where the DTH subscriber is forced to pay monthly subscription without availing the service. The Rs. 8 recharge scheme will enable them to avail of bite-size usage, with convenience and value for money.

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Xiaomi TV launches a 3-part campaign conceptualized by Lowe Lintas in an attempt to increase its market share in the smart TV category

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Netflix apologises for all the fights it has caused between couples in the past on Valentine's Day

Karuna Sharma

Tata Sky Tells A New Love Story, Which Unfolds Everyday!

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