Tata Sky, the content distribution platform, has launched a new integrated campaign ‘Full Family Jingalala’ to tell families about the possibilities that can open for them through the platform.
The ‘Full Family Jingalala’ campaign is focused on showcasing some customer-centric features of Tata Sky — a second screen via the mobile app to consume content, the fantastic HD picture quality of the set-top box and an innovative pack selector on the website, which can help any family choose genres/ channels/languages and customise their TV pack based on their specific needs.
Anurag Kumar, Chief Communications Officer, Tata Sky, said, “As an industry leader, Tata Sky wants to inspire new possibilities for everyone. With this campaign, we have put the man of the family in the centre and recognise that he wants to give better things to his family as they move up in life. With a simple change like getting a Tata Sky connection at home, he can create a much bigger impact on his family’s happiness, which goes way beyond the act of just consuming content.”
He added, “If Tata Sky can enable fathers to help their children pursue their talents or enable husbands to recognise their wives’ toil in the kitchen and change that perspective or allow families to take care of the comfort of their domestic helpers too, then Tata Sky would have helped families in India become happier in meaningful ways.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, West said, “Our creative idea for this campaign is to highlight the transformation at home. To show how the decision to bring home Tata Sky not just helps transform the entertainment experience, but also enables a family to create moments of happiness beyond entertainment.”
The new campaign has been launched through an interesting set of three ad films that will focus on Tata Sky’s unique and quality services adding values to their lives. The films have gone live on television and digital platforms all over India. The campaign is live across the print and outdoor mediums.
The first film ‘Dance’ opens with two girls learning to dance by watching a dance show on TV but stops dancing as their father arrives as he is an avid news watcher. On his arrival, he takes out his phone and watches news on his Tata Sky mobile app, which leaves the girls delighted and joyful. The film highlights the availability of Live TV on mobile app at no additional cost with a Tata Sky connection.
The second movie ‘Picture Quality’ starts with a family, comprising two daughters who are very excited to experience visually appealing theatre-like experience at home with improved picture quality through Tata Sky connection. As the movie progresses, the father encourages his wife to join them to ensure that she experiences and decides to order food from outside. It reinforces the idea of how Tata Sky connection brings the family for better viewing experience by offering HD quality connection to its subscribers.
The third film ‘Family Pack’ showcases a husband selecting genres of show to subscribe for Tata sky. On being asked, he lets his wife and elderly household choose genres of their respective choices which conveys the message that family packs can be subscribed within budget with a new Tata Sky connection.
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Client: Tata Sky
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Vice-Chairman & Director, Client Relations: Madhukar Sabnavis
Chief Strategy Officer, Ogilvy India: Prem Narayan
Chief Creative Officer, Ogilvy India (West): Sukesh Nayak
Office Leader, Ogilvy India (West): VR Rajesh
Group Creative Director, Copy: Nishant Pratap
Group Creative Director, Art: Ravi Pratheeb
Associate Creative Director, Art: Soumen Nath
Creative Controller, Art: Noothan PR
Senior Vice-President, Planning: Srinivas Madala
Planning Director: Karthik Narayan
Vice-President: Jaikishan Menon
Management Supervisor: Aashna Anchan
Account Supervisor: Chainali Vyas
Account Supervisor: Ranu Sitani
Account Executive: Nidhi Keswani