Tata Sky and Pay TV platform has rolled out its new Maharashtra-focused campaign featuring actor Nana Patekar. The ad films conceptualised by Ogilvy India have taken an interesting pun on a very colloquial Marathi phrase – Ugich Kashaala. The campaign highlights the benefits of a Tata Sky connection.
Set in a middle-class housing society, the ad films portray Nana Patekar in his signature avatar as he is seen talking to himself about the benefits of his new Tata Sky connection in answer to people’s question of ‘Tata Sky Ugich Kashaala.’ In his trademark style, Nana Patekar explains the affordability of the Tata Sky packs even though it contains channels across genres. He talks about the ease of adding and removing channels to accommodate the content requirements of all family members when required, such as during kids’ exams or when visitors come. He further highlights the convenience of simultaneously watching Live TV on the Tata Sky Mobile App along with Television, instead of the never-ending fight over the TV’s remote control. Mirroring the everyday struggles of a family, the campaign addresses the common issues of TV viewing households and clearly communicates the solution that comes with a Tata Sky connection, delivered with the regional flavour of the Marathi language.
Anurag Kumar, Chief Communications Officer, Tata Sky, said, “ With our new Maharashtra focused campaign, we not only highlight the distinct benefits of Tata Sky but also play on one of the most popular regional catchphrases i.e., Ugich Kashaala, to communicate that instead of needlessly postponing the decision, it is time for you to get a Tata Sky connection.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “This campaign is a great demonstration of how a culturally-rooted idea can be created to solve a business problem. We got Nana Patekar as society's favourite ‘Anna’ for admonishing people in his trademark style for asking Ugach Kashala Tata Sky?”