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DDB Mudra West launch new HBO ads highlighting uninterrupted ad-free viewing

DDB Mudra West has released a new campaign for HBO South Asia built around the idea that “nothing should come in the way of entertainment”.

The campaign is aimed at highlighting that audiences have an uninterrupted ad-free viewing experience through HBO’s premium channels — HBO Defined and HBO Hits.

“We have initiated a multimedia campaign developed by DDB Mudra to promote the visibility and popularity of this unique proposition of HBO Defined and HBO Hits across platforms including print, cinema, TV, digital and social media,” said Monica Tata, managing director, South Asia for HBO India Pvt Ltd.

“Our aim is to spoil our viewers with the very best non-stop, high quality programming, thus providing an unparalleled viewing experience.”

The campaign has three commercials HBO Agriculture and HBO Super Clone which in a tongue-in-cheek way offers consumers a “Super Clone” is a clone that manages everything in life so that one is not interrupted while watching TV.

The HBO Agriculture is a set of plants that grow foods like popcorn, burgers, etc. to ensure that hunger does not interrupt them from watching TV. While the HBO Ultimate Couch is a couch that has just about the whole house built into it dumbbell holders so that consumers doesn’t have to get up to workout, a wash basin, a in-built kitchen and phone charging station.

Tata said: “Through this campaign, we want to establish the HBO Premium channels as your most preferred destination for break free entertainment. And to promote this belief and product of ours, we’ve come up with the idea of HBO Premium Accessories that makes sure that life doesnt come in the way of your entertainment either.”

“Our creative approach for this campaign drives home this point, in a fun way. Positioned at the young adult segment, the campaign empowers the viewers to reap the benefits of a completely enhanced ad-free viewing experience.”

Speaking about the creative strategy behind the campaign, Rahul Mathew, Creative Head, DDB Mudra West, said, “It’s not often that a channel can truly boast of a viewing experience and not merely bleat about its content. And we wanted to make sure that the communication reflects the richness and the uniqueness of the channel. HBO premium accessories as an idea does that and allows for many interesting executions in different media”

The TVCs  will be run on the HBO premium.com webpage and will include visitor engagement and interaction through gamification of elements from the TVCs.

Credits:
Agency: DDB Mudra West
Chief Creative Officer: Sonal Dabral
Office Head, DDB Mudra West: Rajiv Sabnis
Creative Head DDB Mudra West: Rahul Mathew
Business Head: Anurag Tandon
Executive Creative Directors: Aman Mannan, Ashish Phatak
Account Management Team: Giridhar Bhat, Shivavrata Sarkar
Creative Team: Godwin Dmello, Ninad Gharat
Planning Team: Mehak Jaini, Debopriyo Chakraborty

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