Campaign highlights the brand’s relevance in everyday lives by recreating ‘Moments of Love’
Bangalore, April 22, 2016: Tata Sky, the fastest growing brand and a pioneer of innovative services in the DTH industry, has rolled out the South Indian version of the latest campaign showcasing its multiple products & services. The integrated campaign was launched alongside the ninth edition of Indian Premier League (IPL) 2016.
Titled ‘Premam Jingalala’ in Malayalam, ‘Preeti Jingalala’ in Kannada, ‘Anbu Jingalala’ in Tamil, ‘Prema Jingalala’ in Telugu, ‘Pyar Jingalala’ in Hindi, the campaign has been rolled out today in popular South channels. The ads bring to life beautiful moments of love that Tata Sky can rekindle among couples in all walks of life. Apart from Southern channels, Sony TV and Set Max for IPL, the campaign can be seen across hoardings and ads in cinema halls. The plethora of services available to a Tata Sky subscriber are woven into small yet multiple stories of couples experiencing moments of love thanks to their Tata sky connection.
“The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment,” says Tata Sky Chief Communications Officer, Malay Dikshit.
Actve English: Tells a story of a newly married couple conversing on the phone. In the film, the small town wife pleasantly surprises the husband by speaking romantic lines in English. The ad reveals Tata Sky Actve English as the string tying this moment together.
Daily Recharge: Tells a story of the middle aged couple out for an evening walk. The wife wonders out aloud that how come her husband who usually remembers everything doesn’t remember the shop for Tata sky daily recharge. To which the husband instantly replies, “Agar yaad rehti, to tumhare saath aise chalne ka chance kaha milta.” Amazed, the wife breaks into a smile and holds her husband’s hand and starts walking.
Actve Fitness: Here a senior citizen is vigorously exercising, when the wife walks in concerned, asking ‘What are you doing?’ To which the husband replies, that she keeps complaining about how much he keeps troubling her. So if he exercises and stays fit, he can trouble her for a few more years. This leads to a charming outburst from his wife to which her playful husband can’t help but smile. The ad ends indicating Actve Fitness and the line ‘Isko laga dala to Pyaar Jingalala’
Made by Ogilvy and Mather‘s Creative Director Mr. Sukesh Nayak says, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with a campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, re kindled through Tata Sky, through minimal scripting, with expressions taking centerstage in each story.”
The campaign also features few brilliant actors like Patralekha, Rahul Bagga, Manish Chaudhry and some forgotten faces (Suchitra Krishnamoorthy, Vishwa Badola) on screen.
These being a series of ad films throughout the IPL, watch out for the next addition to this bouquet of love.
Ad links:
IPL Active English 30 sec Telugu HD – https://youtu.be/2m3qfAAmBUQ
IPL Actve Fitness 30 sec Malayalam HD – https://youtu.be/XKZovxVf-Rk
IPL Daily Recharge 30 sec Tamil HD – https://youtu.be/wv8xYYPuFgA
IPL Video On Demand 30 sec Kannada HD – https://youtu.be/oLrEJ1gzhsY
Credits:
- Name of the creative agency: Ogilvy & Mather
- Name of the creative director: Sukesh Nayak
- Production House: Curious
- Director: Vivek Kakkad
About Tata Sky
Launched in 2006, Tata Sky is a JV between the TATA Group and 21st Century Fox. The company has invested in state-of-the-art di;gital infrastructure, partnered with global leaders to provide superior technology and set-up high-end 24×7 call centers across the country manned by multi-lingual customer service associates.
The Tata Sky brand has achieved significant milestones, industry accolades and is rated as the No 1 DTH brand by the ET Brand Equity 2012 most trusted brand survey. Recently Tata Sky+ HD has been rated as the ‘Product of the Year’, 2013 in the DTH category. The company currently has a presence in 36,000 towns with over 14.5 million connections.
For more information on Tata Sky, visit www.tatasky.com