Tata Sky has launched a campaign to underline choice and flexibility on offer, targeting value conscious consumers. The campaign features actors Kangana Ranaut (for Hindi speaking markets) and Dhanush (for the South) and has been conceptualised Ogilvy & Mather. Each actor features in three films.
One of the films features Ranaut on a sofa tying up what looks like clothes for the laundry. She complains about how her household help, along with the people who deliver newspapers and milk, queue up for payments on the first of the month. She points out that after making these payments, one may not be left with money for the cable guy. Which means you will have no entertainment for a month, she says, underlining ‘you’. She doesn’t have that problem though, since she uses Tata Sky, which allows her to recharge with amounts from Rs 10 to 100. The film invites viewers to book their Tata Sky connection by giving a missed call to a designated number.
In another film, Ranaut is featured in the kitchen. As she tastes what's cooked, she mumbles something. Switching to Hindi, she says that there are many different languages we don’t understand, but the cable operator forces them on consumers. She reveals that since she uses Tata Sky, she pays only for channels she has chosen. Like the other film, this one too reveals the missed call option to get a Tata Sky connection.
A third film promotes the fact that Tata Sky allows users to avoid paying for entertainment during kids’ exams, whereas a cable operator would require them to pay irrespective of whether the connection is used. View the Tamil version here.
Malay Dikshit, chief communications officer, Tata Sky, said, "When we asked new Tata Sky subscribers on what motivated them to come aboard our platform, they gave us some brilliant insights on why they saw great value in getting Tata Sky at home. This campaign presents these insights in a simple and direct narratives delivered through rooted and relatable characters played by Kangana and Dhanush, both fine actors. This is our initiative to drive digitisation in DAS III markets."
Sukesh Nayak, ECD, Ogilvy India, said, "Tata Sky is the segment leader that is known for innovation and redefining the sector with its value propositions. The hard-hitting, single-take talkies are delivered by Kangana and Dhanush who play an average Indian consumer who is delighted with a Tata Sky connection at home."
The campaign has been launched in 11 languages (Hindi, Marathi, Gujarati, Punjabi, Assamese, Odiya, Malayalam, Telugu, Tamil, Kannada, Bengali) and four dialects (Manipuri, Bhojpuri, Marwadi, Tulu). It will straddle TV, print, outdoors, cinema halls and radio.
Credits
Client: Tata Sky
Chief communications officer: Malay Dikshit
Creative agency: Ogilvy & Mather
Executive creative director: Sukesh Nayak
Production house: Curious
Director (film): Vivek Kakkad
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