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Amitabh Bachchan in seven avatars vouches for Tata Sky’s services

Conceptualised by Ogilvy & Mather Mumbai, Tata Sky’s ‘Family Jingalala’ campaign aims to target 85 per cent of the country’s population that lives outside the metros

BestMediaInfo Bureau | Mumbai | September 26, 2016

Amitabh-Bachchan-Tata-Sky Click on the Image to watch the Film.

Amitabh Bachchan alone is enough to grab your attention and keep you glued to your seats. But imagine seven Amitabh Bachchans vying for your attention and that is what Tata Sky’s new campaign has got for you. The ‘Family Jingalala’ campaign presents Amitabh Bachchan in seven never-seen-before avatars.

The campaign, conceptualised by Ogilvy & Mather, tells the story of a family and their astronomically different TV viewing habits. The two-minute film is a set in a village ‘mela’ where Bachchan is the performer and the presenter. The film introduces the audience to the ‘Thakur Clan’ through a puppet show. The six puppets are all modelled on Bachchan himself and represent the different members of the family. Through the puppet show, Bachchan takes us through the varied content that the family views and how the head of the family, a ‘pehalwan’, subscribes to Tata Sky to appease all his family members.

Malay Dikshit Malay Dikshit

Speaking about the idea behind the campaign, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “The basic idea of this campaign or the thought process started when we realised that 85 per cent of TV viewing was happening outside big towns. 50 per cent of our acquisitions are from outside the big metros and towns. We wanted to know how to take our acquisitions and business a notch higher to acquire business from those towns. We also wanted to understand what was the insight or the motivator for people in those towns to fall in love with Tata Sky and buy it. Delving further, we understood that it is a known fact that about 92 per cent of what is consumed on TV is entertainment and who better on entertainment than Bachchan.”

“The second part was that TV viewing is a family activity. TV viewing is the biggest source of entertainment and the family comes together for it. Do they watch the best programmes? Do they have the best choices in front of them? Do they make the best choices in what to subscribe to? We realised that there was a need gap and here is where our proposition fits in well. We have got some really high-quality entertainment, lots of quantum of entertainment and entertainment meant for the entire family. That is the thought with which we kick started the campaign,” he added.

Sukesh Nayak Sukesh Nayak

Speaking about the insight behind using the puppet show theme, Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather, said, “I think one of the biggest things that always comes to mind when working with celebrities is how do you present them to the audience who have already seen them in many roles. So while we had Bachchan with us as a celebrity on board, the biggest challenge was what do you do with him? The idea was to define every single family member on him so there was a lot of work done in terms of his face structure, what would he look like as a young guy or a son? And then giving them names and then deciding what they will wear. We worked with probably the best puppeteers in the world to get them to make it. It was a very lengthy process, this campaign happened over a course of a month and half. We are giving people a chance to see seven different Amitabh Bachchans in a way that they have never been seen before.”

The TV campaign will be supported by an integrated marketing campaign, including hoardings, bus backs, wall paintings, bill backs and cinema halls apart from the television ads. Tata Sky is also rolling out five language versions of the campaign by October 4 -- in Marathi, Bengali, Kannada, Telugu and Tamil.

The film:



Client: Tata Sky

Agency: Ogilvy & Mather Mumbai

Executive Creative Director, Ogilvy & Mather: Sukesh Kumar Nayak

Production House: Rising Sun

Director: Shoojit Sircar

Music Director: Abhishek Arora

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