MAM
O&M releases new China Airlines ad campaign
New Delhi: The Delhi office of Ogilvy & Mather has created a new print and outdoor campaign for Taiwan’s leading international carrier China Airlines. The campaign focusses on the airlines’ USP of a single stopover in Taipei for any traveller to the West.
The new campaign revolves around the strategy of creating awareness about route via Taipei. “We have made travelling to the West a whole lot easier. Simply travel to the East.” is the primary message it conveys.
“Most travellers fly to USA and Canada via the Atlantic with a stopover in Europe, or via Hong Kong, Bangkok or Singapore. There is very little awareness of the Taipei option. Our job was to tell them about this option,” says O&M creative consultant, Sudip Bandyopadhyay. “The communication objective of this ad was simply to tell people that China Airlines offers a hopping flight to North America and Japan, with a single stopover in Taipei.”
Though the copy stresses on comfort via the fastest route, the airline has also mentioned other features such as frequency, flying experience, wine, etc. to complement the core idea.
The agency, which had worked on the launch campaign almost a year back, is targeting frequent travellers to Canada.
“Basically, the campaign is meant for travellers with a particular profile. For instance, we are targeting travellers from Chandigarh who go abroad often. Then there is sort of a spill over to masses as well. So the idea was to differentiate this airline through its route benefit. And this idea was presented in an interesting manner,” adds Bandyopadhyay.
The advertisement has been released in all the leading national dailies such as The Times of India and The Hindustan Times. “We have also chosen leading dailies in the southern region and this is expected to last for another two months.”
On the decision to choose depiction of a route through visuals (the campaign portrays a destination map from Delhi to various destinations), the consultant says, “The challenge was to create an ad that simply and quickly communicated what we wanted it to. So obviously a visual route was the way to go. We thought of various visual representations, but junked them because they were either too complicated or were not fresh enough.”
“Then Radhika Oberoi, the copywriter on the job, came up with the idea of a jet aircraft’s vapour trail. I saw the visual in my mind and did the layout there and then, using the split bus shelter and the press ad with the gutter space as media innovations.”
China Airlines was launched with an advertisement created by Bandyopadhyay and his copy partner as well as O&M creative consultant Ajay Gahlaut. The duo had used the phrase ‘in the blink of an eye’ and showed three split images, the first and last with eyes open and the middle one with the eyes closed.
“The second ad was a simple one which just required us to announce the arrival of the airline in India. The message was: ‘We China Airlines, now in India’ written vertically, like Chinese writing!” In-flight magazine were also used to create awareness with visuals showing `Gol-gappas with chopsticks’.
“China Airlines is a fairly new entrant into the category and is still testing the waters. However a good beginning has been made,” concludes Bandyopadhyay.
MAM
JioStar cracks IPTV piracy network as TATA IPL 2026 gets underway
Broadcaster moves swiftly on match day to shut illegal BOS IPTV service
MUMBAI: JioStar has dismantled a major digital piracy syndicate on the opening day of the TATA IPL 2026, targeting an unauthorised IPTV service operating under the name BOS IPTV.
The crackdown followed an internal investigation that flagged the rogue platform, hosted on bostv.org, for illegally streaming premium television content. Acting on its findings, JioStar filed a criminal complaint with the Cyber Police Station Firozabad, triggering a formal police probe.
An FIR registered on 26 March 2026 cites multiple offences under the Bharatiya Nyaya Sanhita 2023, the Information Technology Act 2008, and the Copyright Act 1957, underscoring the seriousness of the alleged violations.
Investigators found that BOS IPTV was offering access to more than 10,000 live television channels along with a library of over 25,000 video-on-demand titles through its proprietary streaming player. The platform reportedly had around 64,000 active users and was run by a team of roughly 20 individuals, pointing to a well-organised operation.
Law enforcement authorities have arrested the primary accused, with further detentions expected as the investigation expands across multiple states. Officials believe the network may be part of a broader, coordinated piracy ecosystem operating in India.
The website has since been taken offline by its operators, marking a timely intervention just as the IPL season begins and viewership peaks. For broadcasters, the opening weeks of the tournament are particularly vulnerable to illegal streaming, making swift enforcement crucial.
JioStar’s latest action signals a sharper, more proactive stance against digital piracy, especially around marquee sporting events. As the IPL gathers pace, the broadcaster is expected to maintain close coordination with authorities to protect its content and ensure viewers stay on the right side of the stream.
