Shephali Bhatt
Sep 09, 2011

Tata Sky’s new campaign attempts at encouraging customer to ask questions

Watch the TVC created by Ogilvy here.

wide player in 16:9 format. Used on article page for Campaign.

Tata Sky has unveiled a new campaign called, ‘Poochne mein kya jaata hai’ to communicate different aspects of the brand’s offering.

The two TVCs created by Ogilvy show situations wherein the protagonist goes ahead to ask preposterous questions and ends up getting an unexpectedly positive response.

 
Watch the second TVC under this campaign.

 

Commenting on the idea behind making the commercials, Abhijit Avasthi, national creative director, Ogilvy, said, “ The genesis of the creative idea came from real life. There are always moments in our life where we don’t really ask what’s their in our head and we regret not having done that later on. We wanted to bring alive the value and offerings of Tata Sky by showing a story where one asks seemingly impossible questions and ends up feeling surprisingly delightful with the answers."

Vikram Mehra, chief marketing officer, Tata Sky ltd said, " What we wanted to communicate was that it’s a myth that high quality service would always be costly. In addition to that we wanted to explain that there are different aspects to our services and customer can make use of them by just asking us about them. For instance, we have strong packages containing infotainment channels which are reasonably priced. We provide multi-tv connections, a facility to suspend billing and relocation facilities as well. All the customer has to do is give us a call and check with us to know what all we can offer him."

He added that the campaign will be running across all platforms, namely, radio, TV, print, outdoor as well as at dealer’s level. For this particular campaign, they have also partnered with Hungama Digital to carry the campaign on the digital medium and provide services relevant to digitally savvy customers.

 

Credits:
Brand: Tata Sky ltd.
Agency: Ogilvy, Mumbai
National creative director: Abhijit Avasthi
Group creative director: Sukesh Nayak
Senior creative director: Heeral Akhaury
President (Planning): Kawal Shoor
Production house: Curious Films
Director: Vivek Kakkad

 

Source:
Campaign India

Related Articles

Just Published

2 days ago

M&E industry in India grew by 8.9 percent in 2019: ...

Grew at a rate higher than the advertising industry (5.3 per cent) and GDP (7.8 per cent)

2 days ago

Weekend Wrap: 27 March

In the news: Bajaj Group, Meltwater, Parle G, Socialpanga

2 days ago

IPG withdraws 2020 financial target amid coronavirus...

"Visibility into marketing and media spend is extremely challenging" says CEO Michael Roth.

2 days ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India