Tata Sky pitches karaoke service to Bollywood-loving ‘singers’

Tata Sky has launched a three-film campaign for a karaoke service introduced on one of its offerings. The campaign has been conceptualised by Ogilvy & Mather.

A film titled ‘Family’ features a family of four seated in their living room. A young girl asking her reluctant father to sing. She reminds him that he had wooed her mother with his singing. He tries to wriggle out of it saying he does not know the lyrics of new songs, but the son points out that with karaoke, he would simply have to read from the lyrics. The lady of the house too requests him to sing, leaving him no choice. He starts crooning a popular Bollywood number. His singing skills are obviously non-existent, but his wife is nevertheless delighted. The children look aghast but soon start laughing in the spirit of the occasion. The man continues singing with the help of the lyrics displayed on screen alongside the video, while a voice over announces: “Chalo kam se kam lyrics toh sahi honge” (Atleast the lyrics will be right) and introduces the new feature.

Another film titled ‘Desi Boyz’ features three young boys singing along with the service in their hostel room.

‘Score’ features a group of young men and women engaged in a singing contest using the service, and its scoring feature.

Vikram Mehra, chief commercial officer, Tata Sky, said, “The love for singing and dancing is epitomised by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalising on this sentiment, the karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”

Abhijit Avasthi, creative director, Ogilvy & Mather, said, “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary, we wanted people to see it as on obvious relevant product which enhances an already existing moment in their life. Essentially, all we had to do was to let people know the key features of karaoke that will make fun moments over singing, even more fun.”

Credits
Client: Tata Sky
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative director: Sukesh Nayak
Production house: Curious Films