Campaign: Cold War
Brand: Tata Sky Plus
Company: Tata Sky
Agency : Ogilvy & Mather, Mumbai
The Campaign
What should one do when the woman of the house loses control over the remote control and declares a ‘non-cooperation movement’? That’s exactly what Tata Sky Plus is preaching in its latest campaign Cold War through three TV ads?Mixie, Burnt Toast and Elevator. After launching a series of crackling ads featuring Bollywood actors Aamir Khan, Gul Panag and Asin, this is the first time Tata Sky Plus is trying something new.
Conceptualised by Ogilvy & Mather, the core theme of all the three ads revolve around how the lady of the house gets back at her husband for missing her favourite TV show because of cricket. For instance, the Mixie ad opens with a man reading newspaper sitting in the kitchen. That’s when he gets a call from an old friend. As he speaks to his friend, his wife switches on the mixer to purposely interrupt the conversation. He tries to stop her but in vain. With a smirk on her face the wife continues with the mischief. The voice over intones: ?Kal cricket ke chakkar mein inhone apni biwi ka TV serial miss kara diya. Aaj ye iski keemat chuka rahe hain.” (Yesterday his wife missed her favourite serial because his cricket match. So today he is paying for it).
Our Take
Like its earlier ads, this series is also tongue-in-cheek with a very clear message. While these are new commercials, its connect with the earlier campaigns is evident. Since people already know what Tata Sky Plus offers, it is a challenge for the company to keep the consumer aspiration alive.
To that extent these three ads fit the bill perfectly. Also, the timing of the launch of these ads couldn’t have been more perfect. With the third season of the Indian Premier League (IPL) kicking in, this ad will surely help Tata Sky Plus create some aspirants.
ratings
*****