Tata Sky mobile app: It's all about midnight football binging
The campaign, conceptualised by Ogilvy & Mather, shows the Tata Sky mobile app as the best option for watching late-night World Cup football matches without disturbing anybody
Tata Sky mobile app: It's all about midnight football binging
The campaign, conceptualised by Ogilvy & Mather, shows the Tata Sky mobile app as the best option for watching late-night World Cup football matches without disturbing anybody
Who can ignore the lure of the football World Cup? Certainly not the brands who are directly involved in bringing the game to our homes. Therefore, Tata Sky is using the FIFA World Cup fever to show users exactly what the mobile app is capable of.
Created by Ogilvy & Mather, the campaign focuses on how everyone is obsessed with football right now. While other members in the family may want some peace and quiet, some people would rather watch the games. And that is where the Tata Sky mobile app can help.
Vikram Mehra
Vikram Mehra, Chief Commercial Officer, Tata Sky, said, “The Everywhere TV service launch has been timed just before the football World Cup to ensure that the home laptop doubles up as the second TV at home, thus allowing youngsters to watch late-night football matches on their laptops with headphones without disturbing their entire family.”
The campaign speaks to all football fans in India. A majority of families in the country are still single-TV households. So, it becomes difficult for one person to watch football because of the odd hours or just plain disinterest of the family. It shows how football fans can now enjoy their favourite matches on their laptop, anywhere, without disturbing anyone else.
The first TVC shows a woman being rudely woken up because of a scream from the bathroom. She hears her husband scream again, urging someone to run. She is about to confront him, when he shouts 'Goal'! And that is when she realises that he is watching football in the loo!
The second TVC shows a middle-aged woman walking down the corridor of her house. She hears her son making some noise, so she coyly enters his room. Then she figures out that he is hiding in the closet, watching a football match!
Both TVCs explain that Tata Sky Mobile app can now be used to watch all the football matches on Sony Six – on any device. The voiceover reiterates the message by saying 'Isko laga dala, toh life jhingalala'.
Sukesh Nayak, Executive Creative Director, Ogilvy & Mather, said about the creative strategy, “If one observes a typical football fan, we see that he is not one to hide his excitement, whether it is his happiness at a goal scored or his anger against a wrong move. Taking this insight, we created messaging for Tata Sky mobile app that lets you watch the live telecast of FIFA World Cup on laptop and other devices. The message was very simple: you could hide and see football but your excitement will still give you away.”
The TVCs:
Credits:
Client: Tata Sky
Creative Agency: Ogilvy & Mather
Executive Chairman & National Creative Director: Piyush Pandey
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