Company: J. Walter Thompson
Company Description: J. Walter Thompson India, a division of Hindustan Thompson Associated (HTA), is the Indian affiliate of J. Walter Thompson USA (JWT). JWT has been operating in India since 1929. Today JWT has more than 150 clients across the country.
Nomination Category: Advertising
Nomination Sub Category: Best TV or Cinema Ad

Nomination Title: Philips Colour TV - "Bada TV"

1. Date this ad first ran:

March 2004

2. Briefly describe this ad's communications objectives and how it met those objectives (up to 100 words):

Background
The Indian colour TV market was stagnant at around 555,000 units per month (Jan'04)

Though flat TVs were growing at a healthy rate the bulk (92%) of flat TV sales came from the 21 inch screen size.

As a result of' this there was intense competition in the 21 inch flat screen TV
market.  Philips had a share of voice of less than 8% and was outspent by competition like Onida, Samsung, Sony and LG in this segment.

For Philips to attain volumes there was a clear need to define and develop a new
market.

Philips identified large screen flat TVs (25 inch and above) as an untapped to
develop.

As a result, Philips introduced an entry level 25 inch flat screen TV at a Rs
19,000. pricepoint.

The marketing task was defined as upgrading prospective 21 inch flat screen TV
buyers to 25 inch Phillps flat TVs. Thus building volumes in entry level large
screen TVs.

The communication task was to demonstrate the value proposition of a Phillips 25
inch flat TV in a thematic way. And hence to become the brand that defines the
large screen flat TV rnarket.

THE ADVERTISING SOLUTION
The advertising solution was simply to communicate the fact that you could get
a BIG TV for the price of a small ( i.e 21 inch) one.
Communication insight: A flat TV is typically a replacement purchase for their
earlier TV . Hence they already have a designated space and area in the house
for the TV . The flat TV would typically be kept in this space.
Exceptional insight: the space for a TV in a household is pre-ordained. So
while buying a BIG TV now is easy, finding the place to keep it is the difficult
part.  The media plan constituted using only TV as the medium for communication.
This medium allowed for maximum reach and multiple OTS in our top 23 town
target markets.

RESULTS
In the Jan'O4 to July '04 campaign period Philips 25 inch flat screen TV sales
increased by 407%.   29 inch flat volumes increased 240% and 29+ inch flat TVs
increl11sed by 999%.
Philips is now the No.2 brand in 25 inch flat screen TVs (while it is at No.5 in
21 inch flats)

 3. Provide the applicable creative and production credits for this nomination: