Big TV plans to distinguish itself by providing more channels in its packages, ensuring greater reach and creating high retail presence. Arun Kapoor, chief executive officer, Reliance Big TV, in an official communiqué, said that providing superior quality content, better value proposition and service at prevailing market prices would be the key strategy for the company to attain leadership within the first year of its launch. In a bid to provide superior after sales service to its customers, Big TV will have a call centre capacity of more than 50,000 calls a day, in 11 languages, across two locations.
 |
Big TV is being touted as not just any DTH provider, but one that is an interactive home entertainment service, offering hitherto unseen, innovative applications and value added services. Sanjay Behl, group head, brand and marketing, Reliance Communications, believes that TV viewing in the country is about to change.
The TV commercial has been directed by a European production house, Mad Productions. “The TVC will be like a 60 second blockbuster movie,” Behl states. Big TV’s logo, creative templates and retail signage have been designed by Bonsey Design, a Singapore based firm that has also worked with brands such as Paramount, BBC and CNBC.
The mass media campaign includes outdoor (which will be launched today), print, online, cinema, advertising at retail touchpoints and points of sale and 15,000 spots on television in the first week of launch. The first phase will be a teaser ad. The main concept is, ‘It better be big’. Therefore, the campaign will revolve around the line, ‘Ho Toh Big Ho’.
