High on high definition

Written by Pritha Mitra Dasgupta | Updated: Jun 21 2011, 08:15am hrs
Campaign: Mere TV pe, sab HD mein

Brand: Reliance Digital TV

Company: Reliance Anil Dhuribhai

Ambani Group

Agency: Leo Burnett

The campaign:

This television commercial is an ensemble of various scenes that captures the essence of high definition (HD). The entire film is shot in slow motion and high-definition. The film opens on three youngsters jumping in complete jubilation with the tricolour wave splashing. The next vignette shows a rock musician with an electric guitar; we see him swinging his arms clockwise trying to play some riffs. The third shows a man drinking a cup of tea looking straight into the camera just as he would while watching TV. From his facial expression, we understand that he has heard something dramatic as a look of amazement flashes on his face. And in this enthusiasm he drops his cup. The fourth scene shows a young girl bursting a balloon. We see a group of people on a multi-layered bench singing: Mere TV pe, sab HD mein (On my TV, every channel is HD).

Our Take:

Reliance Digital TV, the direct-to-home (DTH) arm of Reliance Anil Dhirubhai Ambani Group (ADAG) is the last one to join the high-definition (HD) bandwagon. The DTH provider is offering an upscaled HD version of all the 250 channels that it has on its platform. Following the launch of this offer on May 11, the company launched a high-decibel campaign around it much like its competitors Tata Sky, Dish TV and Airtel. The mandate was to communicate the proposition that all the channels on Reliance Digital TV are HD. And this ad conceptualised by Leo Burnett packs a punch visually and comes with a fitting jingle.

To bring HD alive, the agency decided to shoot with a Phantom camera. While a regular camera captures about 480 frames per second, a Phantom camera can capture over 1500 frames per second (nearly three times more), to bring out the nuances and clarity in each shot. Among all the HD ads from competing brands, the Reliance Digital TV ad is the only one that captures the right essence of HD and talks about the various nuances of HD. The message is loud and clear and is not convoluted like that of Airtel DTH or Dish TV. The jingle adds more drama to the film.