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Tata Sky rolls out a daily love story to promote new offering

Conceptualised by Ogilvy & Mather, the campaign evolves over multiple episodes to showcase the benefits of daily recharge through the love story of a Kashmiri couple

Bestmediainfo Bureau | Mumbai | April 16, 2015

Tata-Sky-rolls-out-a-daily-love-story Click on the image to watch the TVC.

With the aim to achieving maximum reach, Tata Sky has launched a new offering – daily recharge, which allows consumers to recharge their DTH subscription at just Rs 8 daily and get all their desired channels on that day.

In keeping with the objective of the communication campaign, which is to achieve a behavioural shift, Tata Sky has gone beyond the 30-second format of advertising as it would have left the consumers with a new piece of information, but without engaging them. The challenge here was to amplify the everyday usage of the brand and thus, the benefits associated with it. To do this, there was a need to be disruptive and do what no other DTH brand in India had done yet.

The ad film, conceptualised by Ogilvy & Mather, tells a unique love story that promotes everyday usage in an interesting manner. The promise, “Daily milenge toh pyaar to hoga hi”, is a simple expression of the product benefit and the brand promise. To further reinforce daily usage, the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravel how the product works and intelligently amplifies the benefits of daily recharge through Mannu (Prit Kamani) and Neelu (Himani Sisodiya), the protagonists of the love story.

Commenting on Tata Sky’s new campaign, launched during the ongoing IPL 2015, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi’ is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”

Sukesh Nayak Sukesh Nayak

Sukesh Nayak, Executive Creative Director, O&M Advertising, explained, “The product was innovative, so the creative idea had to be innovative. For daily recharge, we came up with an idea of a daily love story. Every day, the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on a daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

The TVCs:

Film 1: Intro

[youtube]https://www.youtube.com/watch?v=pEi76d5hkQ8[/youtube]

Film 2: Number Exchange

[youtube]https://www.youtube.com/watch?v=TPoHOrgUvlQ[/youtube]

Film 3: Tea Stall

[youtube]https://www.youtube.com/watch?v=Si4wwazT61c[/youtube]

Film 4: Exam and electricity 

[youtube]https://www.youtube.com/watch?v=VEy6lSFJAKo[/youtube]

Film 5: Srinagar

[youtube]https://www.youtube.com/watch?v=czhs-Dk04S0[/youtube]

Film 6: Misunderstanding

[youtube]https://www.youtube.com/watch?v=qt_5HRwKsvU[/youtube]

Credits:

Creative:

Executive Creative Director: Sukesh Nayak

Creative Director: Bhavna Kher

Senior Creative Director: Manasi Kadne

Senior Copywriter: Shefali Ahir

Art Director: Noothan PR

Copywriter: Ankit Pathak

Planning:

National Planning Director: Kawal Shoor

Vice-President – Planning: Pallavi Nayak

Group Planning: Shriya Sengupta

Account Management:

President - Mumbai and Kolkata: Navin Talreja

Senior Vice-President: VR Rajesh

Client Services Director: Jaikishan Menon

Account Supervisor: Ashlyn Rego

Assistant Account Executive: Teenu George

Production House: Chrome Pictures

Director: Amit Sharma

Info@bestmediainfo.com

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