Tata Sky Mobile looks to own the ‘TV’ in your pocket

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.

Credits

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