Choosing Tata Sky's new packs is a child's play

Tata Sky, the content distribution platform, has launched a communication campaign to educate subscribers about the seamless process of changing packs according to the new pricing regime.

The campaign, #Ab123KarDaalaTohLifeJingalala, is a series of three ad films that highlight how Tata Sky makes choosing subscribers’ favourite channels a child’s play that can be accomplished in steps 1,2,3.

The films draw similarities between the tasks for toddlers to changing your channel packs, both of which are perceived as cumbersome. Through the toddlers in the ad film, Tata Sky explains how it is a matter of just three simple steps to choose packs under the new pricing regime.

1. Select Pack

2.  Match Budget

3. Confirm Pack

The first ad has a toddler in a walker, having fun spinning around. The baby explains how spinning around is fun but also can be a headache but choosing your favourite packs are not at all a headache. In fact, it is as simple as steps 1,2,3 on her mobile.

The second ad has a toddler eating breakfast with ‘kaddu’ pumpkin puree all over his face. The baby grumbles how adults are lucky as they can choose their own food and their favourite channels and packs by simply following the 1,2,3, steps on the Tata Sky Mobile App.

The third film has a baby in diaper holding the rail of her cradle with a troubled expression. She then is relived when she says, “It’s done (Ho Gaya). Now it’s diaper changing time. It is also time for you all to select your channels and packs”. After a brief false alarm on passing just gas, the baby continues to explain how after the simple steps of 1,2,3, she urges you to take help from their nearest dealer or visit the Tata Sky Mobile App.

The campaign has been conceptualised by Ogilvy India.

Sukesh Nayak

Sukesh Nayak, Chief Creative Officer, Ogilvy India, West, said, "Tata Sky has always endeavoured to deliver quality entertainment in a simple manner. So, when the recent ruling change with respect to channel packs and price was announced, we ensured the process was as easy as child’s play for all Tata Sky subscribers. The creative idea was literally built on the product promise."

The three ad films have gone live on digital first and on Tata Sky’s default channel no. 100.

The Ad Films:

Walker:

Kaddu:

Diaper:

Credits:

Creative Team

Chief Creative Officer, Ogilvy India (West): Sukesh Nayak, Kainaz Karmakar & Harshad Rajadhyaksha

Group Creative Director, Copy: Nishant Pratap

Group Creative Director, Art: Pratheeb Ravi

Associate Creative Director: Art Soumen Nath