Ever since its ‘Phone ghumao’ campaign in 2013, Tata Sky, Direct-to-home (DTH) operator, has always succeeded in generating awareness regarding digitisation. Entering the fourth phase of digitisation, Tata Sky has rolled out its latest campaign, ‘Dhamaka Rupee’, to promote the launch of its two new packages.
Through this ‘Dhamaka Pack’ and ‘South Special Pack’, the brand encourages consumers to switch from analogue cable to Tata Sky for the rest of the country and for the Southern markets, respectively.
The latest campaign features Nayanthara for Southern markets and Amitabh Bachchan across other Indian markets. The campaign has been directed by national award-wining director, Shoojit Sircar.
The ad for the Indian market, except for South India, showcases Bachchan in a grumpy yet lovable shop owner, ‘Uncleji’, whose life has changed because of the Dhamaka Pack success. The four different videos featuring Bachchan show how he struggles hard to give back the change of one rupee to its customers.
Apart from this, for Southern India, the video features Nayanthara as Meenakshi and shows how she also finds it difficult to give one rupee change and credits Tata Sky’s South Special Pack.
Speaking about the campaign, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “It is second nature for us Indians to be exact about the value for what we buy. The simple and humorous communication in this campaign makes use of this peculiar behaviour and lands the price, the pack details and value for money messaging – all in a few seconds. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”
Sukesh Nayak, Chief Creative Officer, Ogilvy West (India), Ogilvy and Mather, added, "To sell Tata Sky’s most popular and extremely competitive value pack, priced at just Rs 199, we decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack."
Dhamaka pack is priced at Rs 199 per month, offers 224 channels and services along with one free regional pack. On the other hand, the South Special Pack offers 157 SD channels and services along with two free regional packs at Rs 229 per month.
The 360-integrtaed campaign consists of two lead films along with three smaller-duration films as well. The campaign has been rolled out in multiple languages like Hindi, Marathi, Oriya, Bengali, Kannada, Telugu, Malayalam and Tamil.
Director, Rising Sun Films: Shoojit Sircar
Chief Creative Officer: Sukesh Nayak
Executive Vice-President, Account Management: VR Rajesh
Vice-President, Account Management: Jaikishan Menon
Planning Head, Mumbai: Prem Narayan