Videocon d2h introduced India’s first HD DVR

Videocon d2h introduced India’s first High Definition Digital Video Recorder with 3D. HD DVR with 3D has changed the world of home entertainment in the country by providing a never-seen-before innovative product on the DTH services. The innovation facilitated Videocon d2h to establish itself in the DTH product category and also created a huge impression as a brand in the mind of the consumer. This product, for the first time, enabled the viewer to record, pause, rewind, forward and play live television. This is something which has revolutionized HD DTH in India. It also enables auto serial recording and watching the content at a time comfortable for you. Videocon d2h has an exclusive active 3D channel with exclusive content which is a very new concept in HD DTH in India. Other features include High Definition Digital sound, 16:9 wide aspect ratio and 5x digital picture quality. This product had a very illustrious launch with a full-fledged press conference and Abhishek Bachchan unveiled the product. At the launch Abhishek said, “Videocon d2h’s innovations are always ahead of their time. The revolutionary HD DVR (what is a dvr) with 3D brings magic of 3D right into our living rooms. I am immensely proud to be a part of this dynamic and tech-savvy enterprise. Be future ready is our message to one and all.”

For the HD DVR with 3D launch, there was a full-fledged marketing campaign. All the mediums of marketing were extensively used ie. Digital Television, digital, SMS’, print and display campaign. Social networking site like Facebook was also utilized in this campaign with a game being specifically launched on it to increase interaction and create a buzz about the product with our customers. The product was also chosen as the ‘Editors Pick’ by the Digit magazine, which is a very well recognized technology magazine.

In the year gone by, Videocon d2h did various campaigns having used a 360 degree marketing approach. They reached put to their customers through various touch points and ran dedicated campaigns during the festival season.

During the festival season, it carried an extensive print campaign to communicate its strength in the regional space. This region specific campaign was done across all leading publications of the region in local languages. For example, they showcased that they provided the highest number of Marathi channels across dth Services during the Ganapati festival.

Videocon d2h did a dedicated campaign around “Asli” HD channels for its HD DTH (what is dth) in India. With highest number of Asli “HD” TV channels during the year on its platform, it carried out the marketing campaign in all formats. For ATL, they developed a HD Montage film around this theme and used it across all genre digital television channels in a campaign carried out for 2 weeks. They also carried print ads of the same in leading publications. For the BTL activity all the POS elements like posters, danglers, stickers, bunting, replicas of reflectors, non-lit boards, etc. were used and this promotion was carried out at all the dealers and retailers across the whole country. The company was also present in various exhibitions and roadshows to promote this competitive advantage.

These two varied focal points helped the brand target two different genres of audiences separately and facilitated in aligning their focus and target its audiences immaculately. The ‘two-barrel’ strategy proved successful and helped adding more subscribers in the last few months.  For the New Year, the organization has set itself new horizons to accomplish with the help of fresh strategies. With arguably the best product and back end process in the business it is confident of outdoing contemporaries and crossing many more milestones with another exciting year to look forward to.