Tata Sky commercials set the benchmark for customer service
The two TVCs, created by O&M Mumbai, highlight the 'All India Relocation Service' and '24x7 Helpline Service' of the DTH service provider
Ananya Saha | Delhi | March 7, 2012
The two new Tata Sky TVCs created by Ogilvy & Mather leave no stone unturned to emphasise how important it is to have a great helpline and after-sales service. The TVCs titled 'Suspicion' and 'Relocation' are of 50-second-duration each. While the first TVC emphasises how Tata Sky's 24x7 Helpline Service provides solutions and helps customers with ordering movies and channels at any time of the day or night, the Relocation Service helps with setting up the Tata Sky digital box whenever the customer relocates.
Ogilvy's latest campaign for Tata Sky has been built around the insight that everyone in India has come to terms with mediocre service standards, and people don't expect service agents to come on time or to provide any efficient offerings. Ogilvy has showcased how the customer is taken aback by the efficient service offerings brought to them by Tata Sky. Through different couples, the campaign illustrates how its excellent pre- and-post-service can actually become a bane sometimes. The films build one particular service in each story. And signs off with a charming apology – 'Sorry Sir, Tata Sky ki service, kuch hai hi aisi!'
Sukesh Nayak, Group Creative Director, O&M, elucidated, “The TVCs had to highlight the fact and make consumers aware about the great service that Tata Sky offers. These service features challenge the myth of mediocre service in India.”
The TVCs are currently on-air and will be supported by online and point-of-sale campaigns. Shorter versions would follow shortly. The ads were shot in a Mumbai studio.
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