Tata Sky, now just a call away, anywhere

New campaign created by O&M shows how anyone can now book a connection with just a phone call

BestMediaInfo Bureau | Mumbai | December 12, 2013

Click on the image to watch the TVC.

Tata Sky's new campaign is a showcase of its reach and accessibility. The campaign, conceptualised by Ogilvy & Mather, sets out to convey the simple fact that if a phone call is possible from any region, so is a Tata Sky connection.

Penetration of cable TV, especially of pay TV, is low in India due to vast distances in rural India. Tata Sky decided to work on this, while simultaneously refuting the idea that brands do not reach out to rural and remote villages. The brief to the agency was to make a campaign which would do both the tasks and let people know that the brand has spread its services across the country and all people need to do is ask for it.

The TVC opens with two Ladakhi girls climbing the hilly terrain to find network on their phone. Once they reach a particular spot, one of the girls makes a call to the Tata Sky customer service. She tells the operator her house address and asks, hopefully, if they can come and install a connection. The man at the other end replies, "Madam, aapka phone lag gaya, toh samajho connection bhi lag gaya” (Madam, as long as your call reaches us, be assured that our connection will also reach you). He explains that whichever corner of the country you may be in, you can get Tata Sky installed with just a phone call.

The 50-second TVC shows how if a phone can reach the Tata Sky helpline, the connection can be set up. The simplicity of the campaign is balanced with the warmth which shows the girls celebrating on finally having a chance to have their own cable network at home.

Vikram Mehra, CCO, Tata Sky, explained, “Tata Sky has always focused on providing consumers with convenience and ease of access and has hence invested in developing its sales and service network covering even the smallest towns across the country. As a result of this, consumers located in some of the remotest locations can now install a Tata Sky connection at their homes through a simple call to the Tata Sky Helpline.”

The campaign will be extended to online, print, outdoor, etc., and will run for four weeks.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Tata Sky

Agency: Ogilvy & Mather

Creative Director: Vivek Kakkad

Info@BestMediaInfo.com

Info@BestMediaInfo.com