MUMBAI: With an aim to cash in on the ICC Cricket World Cup and the IPL, Airtel Digital TV, the DTH service from Bharti Airtel, will be starting a new advertising campaign on the high-definition TV viewing experience.

Starting 11 Feb, the campaign will feature actress Kareena Kapoor.
  
Initially the campaign will be released in English, Hindi and South regional channels and would continue for the duration of this quarter.

Airtel Digital TV is also one of the on-air associate sponsors for the World Cup.

The DTH player is targeting SEC AB, Males 25+ audiences in tier 1 and 2 markets with high LCD penetration. 
 
The DTH service expects to capture the high end of the DTH market through their HD connections during the sporting events.

JWT has created the campaign. The creative team includes executive creative director Priti Kapur, VP and creative director Kishaloy Basu, executive business director Maneesh Rangra and AVP Samrat Basu.

MAD Entertainment is the production house, while the campaign is directed by Shaad Ali.