Tata Sky rolls out its new Jingalala brand purpose

Watch the film conceptualised by Ogilvy here

Feb 25, 2021 04:27:00 AM | Video | Campaign India Team Share - Share to Facebook

Tata Sky has rolled out a campaign for its new brand purpose - 'Tata Sky exists to make tomorrow better than today for family and home'.
The film for the same has been conceptualised by Ogilvy. It positions the content consumers watch on Tata Sky as a window and shows people from different households consuming different content with different reactions on it. 
Harit Nagpal, MD and CEO, Tata Sky, said, “A set of core beliefs have always guided brand Tata Sky. Expressing our brand purpose solidifies our intent to continue to add value to people’s lives."
Anurag Kumar, chief communications officer, Tata Sky, said, “The statement ‘Tata Sky exists to make tomorrow better than today for family and home’ exemplifies the brand’s belief in the emotional power of entertainment which we trust can move, motivate, inspire and help people to enjoy a better life. We believe that this reinforces the brand’s focus in simplifying content access, discovery and consumption in newer and more delightful ways that lead to betterment in customer’s lives.”
He added, “Over the years, the word Jingalala has become synonymous with Tata Sky and the TV viewing experience.  Through our slice-of-life TVC, we capture how the screen powered by Tata Sky can be, as we believe, a positive emotional force, bettering the lives of people, reinforcing our commitment to Jingalala-ness.”
Sukesh Nayak, chief creative officer, Ogilvy India - West, said, “This campaign is an ode to the magical ‘khidki’ in our lives that has been entertaining us for all these years. Be it on the walls, tables or in our hands, these Khidkis powered by Tata Sky, truly makes our lives Jingalala.”