Conceptualised by Ogilvy & Mather and filmed by Curious Films, the TVC is an unprecedented 210 seconds long
BestMediaInfo Bureau | Delhi | April 22, 2013
Tata Sky’s latest TVC – Prison break – could well be on its way into the Limca Book of Records for being the longest TV commercial to be telecast in the history of Indian advertising, with a run time of 210 seconds or 3.5 minutes. In today’s day and age, when marketers are constantly trying to reduce durations of TV commercials, Tata Sky has taken a bold step by airing the longest ever TVC in order to retain the creative impact of the story.
The film is an extremely fast-paced commercial with Hollywood-like production values. The slick shots and camera movement, along with tantalising music make it an intensely gripping commercial. Tata Sky’s advertising agency, Ogilvy & Mather, worked with Vivek Kakkad, Director, Curious Films, to shoot the commercial. The TVC was shot with an international cast and crew in an actual prison in Hungary.
The script has been conceived by Ogilvy & Mather’s Abhijit Avasthi and Sukesh Nayak.
Commenting on the commercial, Vikram Mehra, Chief Marketing Officer, Tata Sky, said, “The campaign idea was based on the insight that people these days do not find any time to watch television. Tata Sky+ HD, with its recording feature, allows busy people to record their favourite programmes and watch them at leisure. In other words, it’s ‘For those who don’t have time to watch TV.’“
The story revolves around a bunch of foreign convicts imprisoned in an Indian jail. These convicts conspire to escape when they realise that a cricket match is being played between India and Pakistan, assuming that the match would keep the Indian guards and the jailer occupied. But when the jailer and his men intercept their escape, the convicts’ attempt is foiled by. That’s when the clincher kicks in – ‘a hard working Indian’ who with Tata Sky+ HD can record it and watch it at his own time.
Ogilvy’s Nayak 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 film campaign uses one interesting profession to showcase this point, but the message is applicable to all of us, who are always busy.”
Navin Talreja, President, Ogilvy & Mather, Mumbai, added that it was an interesting problem to solve because the features of Record, Pause and Rewind 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.”
Kawal Shoor, Planning Head, Ogilvy & Mather, Mumbai, observed, “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 the 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.”
In addition to TV channels, the TVC will also be screened in cinema halls.
Brand: Tata Sky + HD
Campaign: Prison break Creative: Abhijit Avasthi, Sukesh Kumar Nayak Account Management: Navin Talreja, VR Rajesh, Rahul Chandwani Account Planning: Kawal Shoor, Anoop Menon