Tata Sky shifts the premise from 'you don't want to miss TV', to 'when you don't have the time for TV'

Tata Sky + has released a TVC titled ‘Prison break’ highlighting its record feature. The film, fast paced and shot on the lines of a Hollywood thriller, has been created by Ogilvy & Mather.

The campaign is based on the insight that people seem to not find time to watch television, but the Tata Sky+ HD's record feature allows them to record their favourite programs and watch them at leisure.

The story revolves around a bunch of foreign convicts being held in an Indian jail. At meal time, these convicts conspire to escape as they realise that a cricket match is being played between India and Pakistan. The super reads 'Perfect time to escape'. They assume that the match would keep the Indian guards and the jailer occupied. At 9 pm, they escape from their cells, run across passages and even climb up the ceiling while hiding from the prison guards. They crawl through manholes, and just when they leap from the building into the water, they realise that the prison guards are waiting for them in boats. The officer yells out to them put their hands up as they have been surrounded by the cops. The officer inside the jail watches this video and is happy with the result. The  convicts are handcuffed and brought back to the jail. While passing by the officer, one of them asks him, “What kind of an Indian doesn’t watch an India Pakistan match?” The superintendant replies, “A hard working Indian.” He then asks them to be taken away. The TVC ends with the super that reads, 'For those who don’t have time to watch TV.'

On the objective of the communication, Kawal Shoor, planning head, Ogilvy & Mather, said, “The more we communicated Tata Sky Plus' recording feature, the more people said, 'I simply don’t get the time to watch TV.' But obviously that's not true. So we just decided to flip the proposition. Now we want to tell our busy Indian that if you don't have the time for TV, that's exactly why you need this. Sometimes it is wise to not take research on face value, and dig a bit deeper to see what a person is really trying to tell you."

On the ad film, Sukesh Kumar Nayak, group creative director, Ogilvy & Mather, said, "We used a compelling story to demonstrate the fact that why Tata Sky + HD with recording facility is for those people who don't have time to watch TV. Though the campaign uses one interesting profession to showcase this point, the message is applicable to all of us, who are always busy."

Navin Talreja, president, Ogilvy & Mather, said, “This was an interesting problem to solve because the features of record, pause and rewind of live TV had been established, yet increasing relevance for the product was an ongoing challenge. The belief is that the user imagery shift from ‘People who don’t want to miss TV’ (something consumers do not want to be associated with) to ‘People who don’t have the time to watch TV’ will legitimise the purchase through positive associations with the brand.”