Tata Sky has launched a high-decibel ATL campaign, highlighting its multiple entertainment offerings with two versions – one featuring Bollywood legend Amitabh Bachchan and the other featuring Southern superstar Nayanthara. The ‘Maximum Entertainment campaign’ emphasises on the depth of entertainment that Tata Sky offers in a manner that’s lovable.
In the ad campaign ‘#HarSceneKaMazaaLo’, Bachchan adorns the role of a Bengali critic mimicking Bollywood superstars in a series of nine ad films. Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own ‘Bengali Avataar’. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.
The ‘Maximum Entertainment Campaign’ with Nayanthara highlights the importance of moving from analogue cable to digitised entertainment. Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages.
Malay Dikshit, Chief Communications Officer, Tata Sky, said, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contributes to over 28% of the total viewership. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the magic for Tata Sky. It beautifully depicts our objective to strive and offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”
Sukesh Nayak, Chief Creative Officer, Ogilvy and Mather, said, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are either awed or disappointed by their performance and you maybe vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. The core idea of ‘Har scene ka mazaa lo’ was beautifully brought to life by none other than Bachchan, enacting the role of a tough film critic with Shoojit directing. For the South leg of the campaign, we worked with Nayanthara to create a very hard hitting anti-cable campaign. Each film in this campaign is amplifying Tata Sky’s superior offering with a memorable story.”
With an aim to connect with the viewers, Tata Sky’s Maximum Entertainment Campaign is a 360-degree campaign which includes outdoors in the form of billboards, wall paintings and bus backs, digital and TVCs. Bachchan’s TVC has been envisioned and executed by Ogilvy & Mather and directed by National Award-Winning Director Shoojit Sircar whereas the Nayathara’s ad films are directed by R. Krishnakumar.
Amitabh Bachchan ad campaigns:
Nayanthara ad campaigns:
Agency: Ogilvy and Mather
Group Chief Creative Officer and Vice-Chairman, Ogilvy India: Sonal Dabral
Chief Creative Officers, Ogilvy India (West): Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Sukesh Nayak, Nishant Pratap, R Pratheeb, Soumen Nath, Chhavi Sahni
Chief Strategy officer, Ogilvy India: Prem Narayan
Account Management: Jaikishan Menon, Teenu George, Swati Khanduri
Amitabh Bachchan Campaign Director: Shoojit Sircar
Production House: Rising Sun Films
Producer: Supriya Macwan
Nayanthara Campaign Director: R. Krishnakumar
Production House: Black Box Films
Executive Producer: Gowri Krishnakumar