Tata Sky has rolled out a daily recharge option for subscribers, allowing them to subscribe to the DTH service just for a day. To communicate this, a 13-film campaign conceptualised by Ogilvy & Mather has been rolled out. The films will break each day during the IPL with the reveal on 20 April.
On the reason for picking the IPL, Malay Dikshit, chief communications officer, Tata Sky, said, “The universal appeal of the IPL made us pick it. It reaches geographies within India. Also, the format of the campaign needed continuity and the IPL provides just that.”
Dixit informed that besides the MSM network, which airs the IPL, the films will also air on GECs after 20 April. Doordarshan will also be part of the media mix. The campaign will also run on radio and OOH.
The series kicks off with a young man entering his father's shop with the latter’s lunch box. As he looks to exit, his dad asks him to man the shop while he visits the bank. Distraught, he sits at the counter. Soon, a girl walks in asking for a Tata Sky Daily Recharge. He is spellbound, only to be interrupted by the girl who alerts him again about the recharge. He hands it, and asks for her number to recharge her connection. The girl instead takes the recharge coupon and tells him that she knows what to do. The film ends with a 'To-be-continued' message and a super that introduces the 'Daily Recharge' option.
The offering is not just for those yet to adopt DTH, revealed Dikshit. On the target audience, he said, “We are expecting the maximum adoption in the tier two and tier three towns. But, even in the metros a concept like this has an audience. As much as people want to watch TV everyday sometimes it’s not just possible. Reasons like travelling, exams normally lead to shutting down connections for a period of a month. This will avoid that. We haven’t done any research, but the success of small value prepaid phone recharges and shampoo sachets have given us that belief."
The daily recharge starts at Rs 8, with other several packages available up to Rs 100.
Dixit explained that the idea of such a package is not to ultimately convert users to a monthly subscribers. He said, “That might ultimately happen. But, this is for the consumer who isn’t able to see television every day. Nobody in the world has done this.”
Client: Tata Sky
Creative agency: Ogilvy & Mather