June 2010 has been the month of HD set-top box launch by almost all the DTH operators. While Tata Sky advertisements explicitly talk about high definition without any celebrity support, Dish TV uses a demonstration of HD experience by their brand ambassador SRK. However Airtel DTH advertisement with Saif,Kareena and someone else with cool dark glasses stands out for being vague or should I say the proposition looks hazy to me.

The Airtel DTH advertisement called "The Beach" has a sequence of Saif trying to flirt with a girl in dark glasses  repeating itself. The girl in the dark glasses looks and does the same, Saif dishes out the dialogues the same way and Kareena approaches him from behind in exactly the same way. The only difference is the clarity of Kareena's reflection on the dark glasses as she approaches from behind Saif.

The first time I saw the ad I thought it ran twice by mistake. When it happened the second time I thought Airtel DTH was just being difficult and trying to make most of the available time. I still think so. The earlier Airtel DTH "titli" ad also claimed better picture quality and was a similar mixture of hazy and clear pictures. Going by that I really dont know  what is new with this product?

Very strangely none of the players in their ads for HD DTH talk about if and how exiting consumers can upgrade. That might actually provide them with a bunch of early adopters.