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Tata Sky’s proposition for TV addicts to watch shows on the go

Christened ‘Transferkar’, the digital only campaign has been conceptualised by O&M and introduces Tata Sky+ Transfer, which enables the set-top box recording to be available on the subscribers’ tablets and phones

BestMediaInfo Bureau | Mumbai | September 1, 2015

Tata-Sky-TVC Click on the image to watch the TVC.

Tata Sky has unveiled its first digital only campaign for its upcoming Tata Sky+ Transfer set-top box. Christened ‘Transferkar’, the campaign comprises three teaser commercials, which went live yesterday. These will be followed by the main brand film, which will be unveiled on September 4, 2015. In addition to this, there will be three demo films as well.

The campaign, conceptualised by Ogilvy & Mather, introduces Tata Sky’s latest product – the Tata Sky+ Transfer, which enables the set-top box recording to be available on the subscribers’ tablets and phones.

The campaign uses Tata Sky’s trademark style of using hyperboles and humour to drive home the product messages in an interesting manner. The protagonists, ‘Transferkars’, are a TV addicted family – a family of six, each madly passionate about his/her show and the campaign is a series of films that bring alive the lengths that they go to carry their favourite TV shows with them. The commercial portrays Tata Sky+ Transfer as an innovative product which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off: ‘Record. Transfer. Carry’.

Shedding light on what consumer behaviours drove this innovative campaign, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “Today, time comes at a premium, the consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus, the demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot, allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign, along with the launch of an interactive micro-site, would surely intrigue existing and prospective subscribers.” He added, “It is just the beginning of our endeavours to un-box entertainment for our subscribers.”

Dikshit informed, “For the new subscriber, the Tata Sky+ Transfer set-top would cost Rs 9,300, while for the existing subscribers of the PVR box, the ost will be Rs 7,200.”

He further said, “The new transfer set-top box is fitted with a self-destruction code. The content can be downloaded only on the Tata Sky app. You can’t transfer from inside the app. And even if you find a way, the content will self-destruct within 24 to 48 hours. The time frame varies from channel to channel.”

When asked about the broadcasters that Tata Sky has tied up with to share their content through the new product, Dikshit replied, “All the channels on the platform are not essentially on the app, there are different rights, but there are a host of channels on board, so you won’t miss much.” He, however, refrained from divulging the names of the broadcasters or comment on individual deals.

George Kovoor George Kovoor

Meanwhile, commenting on the campaign, George Kovoor, Senior Creative Director, OgilvyOne Worldwide, stated, “At the heart of this digital first campaign is a family of obsessive TV show fans who not only engage the consumers, but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.” He added, “The task for us was to create a high impact campaign centered around digital devices like smartphones and tablets, demonstrating clearly and in a memorable way how to and in what situations this product is used.”

The ‘Transferkar’ campaign features a family having tastes that one normally doesn’t associate with. Commenting on this, Dikshit said, “We’ve kept it intentionally twisted so that there’s memorability in it. What I can tell you is that in terms of people watching catch-up TV, these are the main genres – GECs, Sports, English movies, English titles. To just say that the mother is watching ‘Diya aur Baati Hum’ or dad is watching a spiritual programme, while grandmother is watching a cookery show, or the kid is watching Pogo, would have been not so clutter-breaking. That’s why we gave the campaign a twist.”

The TVC:

Kajal Film -

[youtube]https://www.youtube.com/watch?v=gEI8nQD0zRg[/youtube]

Dilip Film -

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

Dadi Film -

[youtube]https://www.youtube.com/watch?v=BVXkU9VJ_MQ[/youtube]

Credits:

Client: Tata Sky

Brand/Product: Tata Sky+ Transfer set-top box

Creative agency: Ogilvy & Mather

Creative Team:

George Kovoor, Senior Creative Director, OgilvyOne Worldwide

Anand Gharat, Creative Director

Account Management Team: Vikram Menon, President, OgilvyOne Worldwide

Production House: Corcoise Films

Director: Bhavesh Kapadia

Info@BestMediaInfo.com

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