DTH service provider Tata Sky (Mobile) is set to launch a new service ‘Everywhere TV’. Two films created by Ogilvy & Mather attempt to drive home the concept of live television on mobile devices.
One of the films shows a young man seated in a police station, registering a complaint on being robbed (pick-pocketed). Asked about what was in his pocket, he lists his house keys and wallet, and is asked what was in his wallet. The inspector writing the complaint looks him up and down when he says he had Rs 5,000 to 6,000 in his wallet. When he adds that there was a TV in his wallet, the inspector and his team burst out laughing. A voice over says ‘Koi nahin manega’ (No one will believe you) and introduces, ‘Tata Sky Mobile: Ab TV aap ki pocket main’ (Tata Sky Mobile: Now TV, in your pocket). Visuals from a cricket match play out on a mobile screen as the voice over signs off saying, ‘The future is jingalala’.
Another film follows a similar theme, with the protagonist, a lady, being measured for a suit telling her disbelieving tailors that she keeps a ‘TV’ in her pocket.
Vikram Mehra, chief commercial officer, Tata Sky, said, “Our research has shown that lifestyles are getting busier in today’s day and age. Today over 60 per cent of the (Tata Sky) population use internet to view videos on their smart phones and tablets either at home or at office. ‘Everywhere TV’ is a unique service for all those valued subscribers who want to keep in touch with their favorite shows and channels that they have subscribed on Tata Sky even when they are on move, through their mobile handsets.”
He added, “The commercial communicates how television viewing amongst mature audiences has reached the next level, when one’s mobile is referred to as ‘TV’ due to the Tata Sky Everywhere TV.”
A press note from Tata Sky said its ‘Everywhere TV’ service will be available this festive season on smart phones with IOS and Android platforms. It will offer live television, recording and video-on-demand.
Client: Tata Sky
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative director: Sukesh Kumar Nayak
Associate creative director: Bhavna Kher
Geography head, Mumbai and Kolkata: Navin Talreja
VP and business head: V R Rajesh
Account director: Rahul Chandwani
Production House: Corcoise Films
Director (film): Vishwesh Krishnamoorthy
Producer: Kunal Kamra