One of the films in the campaign opens on a couple enjoying late night TV together when the wife remembers that her husband wanted to watch an action flick, rather than the film currently playing which they had seen on their first date. To this, he replies that since it is their anniversary, he has changed his mind and chose this movie instead, thereby surprising his wife by remembering the special day. In another TVC, the husband is watching news while his Bengali wife is busy cooking in the kitchen. He looks at her and changes the channel to a Bengali music channel which makes his wife smile at him fondly.
In the last couple of years, Tata Sky has followed a set pattern of advertising its services — storytelling through a series of short, capsule TVCs. Tata Sky, in an effort to establish the relevance of the brand in the user’s everyday life, has launched its new integrated campaign, #PyaarJingalala. The campaign featuring 10 ads, will run along Indian Premier League (IPL), and focusses on getting people to rekindle the beautiful moments of love with the help of their Tata Sky connections.
Through 10 different stories, the DTH operator talks about the plethora of services available. The stories show couples experiencing moments of love thanks to their Tata Sky connection. However, for us, two ads stood out — for the on demand service and the regional channels. Whereas others follow clichéd scripts, these two ads question the norm by showing a man remembering the anniversary date as opposed to his wife, and a man thoughtfully changing the TV channel from his favourite news one, to one that his wife would identify with.
After a brainstorming session with Ogilvy & Mather, the DTH operator decided on using couples. Most couples spend time in front of television screens, but are they truly spending time ‘together’, was the question behind the series, focussing on couples of various age groups.
On why Tata Sky chose to release a whole hoard of films rather than a select few, Malay Dikshit, chief communication officer, Tata Sky, says, “We have customers across categories — social or economical — and each one of them wants something specific from Tata Sky. With a vast variety of products, we want to highlight each through a particular film.”
What needs to be noted is that other DTH operators like DishTV through their communication over the years have focussed on penetration and educating the consumer on the DTH experience overall. On the other hand, Tata Sky in its previous campaigns, be it the one featuring Kangana Ranaut or the daily recharge campaign, has always maintained the message of informing consumers about its services. Depicting a slice of life, the TVCs have typically stood out in the category. This has helped the brand in not only creating a connect but also generating recall among consumers.
Having said that, with phase III of digitisation once again missing its deadline, the road to convert analog consumers to digital still has its roadblocks. Hopefully, with endearing campaigns like Tata Sky’s, the conversion task might just become simpler. The simplicity of the message conveyed through the films does strike a chord amongst viewers.