Conceptualised by O&M, Mumbai, the two delightful TVCs show how it is now possible to carry one's TV in one's pocket – with 'Everywhere TV'
Sohini Sen | Mumbai | October 17, 2013
Click on the image to watch the TVC.
Tata Sky has launched an innovation called 'Everwhere TV' as part of Tata Sky Mobile. Bringing it alive is a delightful television campaign executed by Ogilvy & Mather, Mumbai.
Research shows that today over 60 per cent of Tata Sky subscribers use the internet to view videos on their smartphones and tablets either at home or in office, indicating a huge potential for TV on the go. Everywhere TV will enable these subscribers to use television facilities on their mobile phone and the offering is being promoted as being akin to carrying a TV in your pocket.
Everywhere TV will be available this festive season on smartphones with iOS and Android platforms. Along with live television, subscribers can record their favourite content and use the video-on-demand option which allows one to download from a library of over 2,000 videos.
Two TVCs have been released for the campaign. The first one opens with a young lady at her tailor's getting a suit measured. When her tailor asks her about the pocket size, she says that she needs it to be big enough to carry her usual stuff – keys, money, and TV! The incredulous tailor laughs at her and then dismisses her request.
The second TVC takes place in a police station. A man comes to lodge a diary for being pickpocketed. While listing things which were snatched from his pocket, he mentions keys, money and a TV! The police inspector and other policemen around laugh and make fun of him.
Both TVCs end with the voiceover saying: 'No one will ever believe it. Tata Sky is now available in your pocket.'
Everywhere TV adds another dimension to TV viewing experience where the subscriber can carry the TV on his or her pocket. The user can record, pause and fast-forward the shows while watching them live. For Tata Sky PVR subscribers, over 2,000 videos are available and apart from watching live TV, subscribers can also download videos and watch them offline. Another aspect of Everywhere TV is the 'Catch up TV'. This application also provides subscribers the facility to watch seven days' episodes of their favorite programmes if they have missed them.
Vikram Mehra, Chief Commercial Officer, Tata Sky, said, “Our research has shown that lifestyles are getting busier. Today over 60 per cent of the Tata Sky population use internet to view videos on their smartphones and tablets either at home or in office. Everywhere TV is a unique service for all those valued subscribers who want to keep in touch with their favourite shows and channels even when they are on move – through their mobile handsets. The commercial communicates how television viewing amongst mature audiences has reached the next level when one's mobile is referred to as 'TV' due to Tata Sky's Everywhere TV.”
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/ "Click on the image to watch the TVC.")