Why Shahrukh is Missing in the Airtel DTH Launch Ad?

9 10 2008

After a week of teaser campaign, where the most visible prop was a red-colored sofa, Airtel launched its DTH service, Airtel Digital TV today. The advertisement has virtually all the celebrities who have endorsed for Airtel coming together in a single advertisement, TVC as well as the press advertisement. Saif Ali Khan, Kareena Kapoor, AR Rahman, Madhavan, Vidya Balan and cricketers Gautam Gambhir and Zaheer Khan.


One celebrity who has been endorsing Airtel for a longtime is conspicuous by his absence. No prizes for guessing that, it is Shahrukh Khan. He is not endorsing Airtel DTH because he has been endorsing Dish TV, a competitor to Airtel.


It appears that when Airtel signed up Shahrukh for Airtel mobile services, they had no idea they would one day be in DTH service. In these days of convergence, even when signing up celebrities it is important to keep in mind the future product launches.


Even Videocon, a brand which Shahrukh Khan endorses, which is next in line to launch its DTH service, will not be able to use SRK for the same reason.


– G. Mohan





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