Tata Sky has rolled out a four-film campaign, three of which promote its Actve range of services.
The campaign conceptualised by Ogilvy & Mather adopts a common theme, wherein the brand is seen playing a role in everyday couples' lives, adding a dash of romance.
In the Actve English service film, a newly married couple play protagonists. They are seen conversing on the phone, the man in his office out of town and the lady at home. He says he'll be home next week and looks to get back to work, when she slowly says "You are my knight in sining... shining armour". Her accent and delivery suggest that she's just learning English. Her man smiles, and they continue to remain on the phone. The film ends with the line ‘Isko laga dala to Pyaar Jingalala’ while introducing Actve English.
A film for Actve Fitness features an elderly couple. The old man watches television while working with dumbbells. When his wife walks in to ask what he's up to, he reminds her of accusing him of troubling her, and reveals that he wants to stay fit so he can trouble her some more. Actve Fitness is then introduced.
A film for the 'Daily Recharge' campaign tells the story of the middle aged couple out for an evening walk. The wife wonders out aloud how her husband who usually remembers everything doesn't remember the shop for the Tata Sky daily recharge. The man tells her that had he remembered the route, he would not get a chance to go for a walk with her. The wife is surprised and impressed and walks towards him to hold his hand. They continue the walk.
The film for the Tata Sky on Demand service shows a couple enjoying popcorn and watching television. The lady notes that this was the film they saw on their first date together. The man nods. She asks how he changed his mind from the action film he wanted to watch the day before to the one they're watching. He reminder her that it's their anniversary.
Sukesh Nayak, executive creative director, Ogilvy & Mather Mumbai, said,, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with a campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, rekindled through Tata Sky, through minimal scripting, with expressions taking center stage."
Malay Dikshit, chief communications officer, Tata Sky, said, "The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment."
The films will also be rolled out in Tamil, Telugu, Kannada and Malayalam.
Credits
Client: Tata Sky
Agency: Ogilvy & Mather
Account Management
SVP: VR Rajesh
Client services director: Jaikishan Menon
Group account manager: Swati Khanduri
Assistant account executive: Teenu George
Planning
Planning head, Mumbai: Prem Narayan
Planning director: Bhakti Malik
Creative
ECD: Sukesh Nayak
Senior CD - copy: Bhavna Kher
Senior CD - art: Manasi Kadne
Creative controller: Chhavi Sahni
Senior art director: Sowmya Balakrishnan
Production house: Curious
Director: Vivek Kakkad
Associate director: Aarti Kakkad
DOP: Daniel Garas
Producer: Shahzad Bhagwagar
Associate producer: Prasanna Naik
Music director: Abhishek Arora
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