Aamir Khan dons the dual role of a Punjabi couple bickering on their wedding night in Tata Sky’s new TVC. The TVC, which breaks across major channels on August 25, highlights the heritage of the brand. The TVC has been conceptualised by Rediffusion DYR with Chief Creative Officer Ramanuj Shastry as the creative director. Aamir Khan Productions has produced the film, while Neeraj Vora is the film’s director.
The brief given to the creative agency was to establish the pedigree of brand Tata Sky as Tata and Sky, the pioneers of DTH, coming together. Thus, the creative has been to communicate the virtues of both Tata and Sky with Khan in a ‘Jingalala’ tone of voice keeping in mind the seriousness of the message.
The creative idea is based on the format of a stand-up comedy where one person plays dual roles. The TVC features Khan as a Punjabi bridegroom and also as his NRI bride. Instead of a ‘double role’, one half of the actor is decked up in full bridal finery, while the other half wears a decorated sherwani. A heated argument ensues between the two on their wedding night with the far from blushing bride from London demanding Sky DTH service for its best global DTH technology, while the groom insists on Tata’s integrity and trust over anything else. However, towards the end both realise that the whole argument is inconsequential because with Tata and Sky coming together as Tata Sky, both of them are getting what they want – which is trust and top-of-the-line technology, and thus it is a win-win situation.
Explaining the fit between Khan and the brand, Vikram Mehra, Chief Marketing Officer, Tata Sky, said, “Aamir is known to do things that he believes in. Just like Aamir, the brand also strives for perfection. The brand ‘emblematises’ trust, technological superiority, innovation, expertise, leadership and excellence in performance. The actor personifies all these values and hence, makes a perfect fit with Tata Sky.”
On the marketing strategy, Mehra said, “Though Tata Sky has been able to establish itself as a leading DTH provider with a subscriber base of more than 2 million in less than two years, consumers most often are unaware of the superior pedigree of this brand. While Tata is respected and known for its integrity in India, consumers have no clue about Sky’s popularity the world over as pioneers in the DTH category. With more competition coming in, it becomes imperative that we educate consumers of our superior combination vis-à-vis other players.”
The campaign has adopted a 360-degree approach that includes television, print, outdoor, radio and other media like on-ground activities and digital.
Recently, Tata Sky also announced the launch of its new product – the personal video recorder (PVR) – later this year and is on a lookout for a new creative agency for its communication and advertising.
With competition in the DTH space growing following the recent launch of Reliance ADAG’s Big TV, one can expect more interesting promotional activities.
Tata Sky scouts for creative agency for its personal video recorder