Tata Sky woos customers ahead of digitisation; weaves features into 'Dabbu-Lale' stories

Tata Sky has released a new campaign comprising of five TVCs. The TVCs created by Ogilvy & Mather went on air on 20 October and will run for three weeks.

The TVCs feature two old men named Lale and Dabbu, in various situations. Dabbu is a Tata Sky user while Lale is not. Each ad has Dabbu highlighting an additional feature of Tata Sky.

The ad film ‘Bikini Babe’ shows Lale’s wife in a conversation with Dabbu while her husband (Lale) is in the background and watching TV. She says, “Dabbu, tera dost bigad gaya hai,” and  complains that she is fed up of him. On Dabbu’s probing, she replies that Lale sits in front of the TV the whole day and watches shows like Bikini Babes, Fashion Runaway, Dance Baby Dance. Dabbu then says, “Bhabhiji, aapke paas Tata Sky nahi hai na. Woh aise hi bigde hue bacchon ke liye hota hai”. The TVC ends with the wife looking happy and a very distraught looking Lale. The super says.”Lock channels you don’t want kids to watch.”    

Abhijit Avasthi, national creative director, Ogilvy &Mather, said,” The campaign was created keeping the digitisation in mind. The objective of the communication is to inform people the advantages of using Tata Sky so that they switch over from their existing cable operators once the deadline sets in. The campaign highlights the distinct advantages that Tata Sky offers vis a vis other players and cable operators. Once we had the five propositions, we were looking for ideas that could be linked together seamlessly. Then we came upon this idea of having these two friends who indulge in light hearted banter that only close friends do normally. We then developed individual stories around the propositions.”

“It was endearing to work with these senior citizens who have their own take on story, scripts, and direction,” he added.

Credits:

Client: Tata Sky

Creative agency: Ogilvy & Mather

Creative: Abhijit Avasthi, Sukesh Nayak and Bhavna Kher

Production House: Goodmorning Films

Director: Nishant Goyal