Tata Sky has rolled out a new campaign featuring Amitabh Bachchan. It has been conceptualised by Ogilvy & Mather and targets the non-metro population, informed a Tata Sky statement.
The film sees Bachchan in an unconventional look rapping and revealing the story of a 'Thakur family'. Through the song, he reveals how the family's needs can be met by subscribing to Tata Sky. His message is that each member of the family has different entertainment needs from cooking to reality shows, love stories, comedy shows, horror movies, which can be achieved with Tata Sky's offerings.
Malay Dikshit, chief communications officer, Tata Sky, said, "TV viewing is a family activity. TV forms the most important source of entertainment for the entire family. But they have gotten used to the stale and inferior entertainment on offer just because it is cheap or free. The idea is to show what a wide world of entertainment and good quality service awaits them if they subscribe to Tata Sky.”
He added, “Family Jingalala targets 85 per cent of country’s population that lives outside the metros. To cut across all age and socio-income groups, there could have been nobody better than the best entertainer in India, Mr. Bachchan to bring this vision to life.”
Along with the film (above)that went on air on 24 September, the campaign will also be seen in cinema s and on OOH media.
Tata Sky will also role out the campaign by early October in Marathi, Bengali, Kannada, Telugu and Tamil.
Client: Tata Sky
Creative agency: Ogilvy & Mather
Production house: Rising Sun
Director: Shoojit Sircar