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Ad Review: Revenge sweet revenge, Tata Sky Plus ad shows how

04-March-2010
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Ad Review: Revenge sweet revenge, Tata Sky Plus ad shows how

After the crackling Aamir Khan-Gul Panag chemistry, Tata Sky Plus has rolled out a series of three new ads that show the lady of the house get back at her husband for not letting her watch her favourite soap because of his cricket match.

exchange4media is starting this new series – Ad Review – wherein we will be analysing the latest ads to hit various mediums. The first ad to be covered in this series is that of Tata Sky Plus. Read on to know what the agency and admen have to say about this campaign.

Client: Tata Sky
Brand: Tata Sky Plus
Agency: Ogilvy India
Medium: TVC, BTL

The Brief: Vikram Mehra, CMO, Tata Sky, explained, “The key behavioural insight from our research highlighted the fact that most husbands enjoy watching cricket even at the expense of making their wives miss their favourite TV shows. This leads to a ‘cold war’ of sorts. The campaign brief to our agency Ogilvy India was to tap into this insight and pitch Tata Sky+ as a truce to this cold war.”

The Execution: The agency used this insight to create a series of three TVCs, titled Mixie, Elevator and Burnt Toast. While the first ad (Mixie) has already been released over the weekend, the other two are expected to be released soon. The ad has been directed by Vivek Kakkad of Curious Films. Even before the TVC was released, the brand had engaged in BTL activities in Mumbai and Delhi. For instance, Tata Sky had tied up with PVR Cinemas for product promotion. Mehra informed, “Since the TG is in the top 35 cities of the country, these activities will only be done in the metros.” He further said that the campaign would use digital media as well.

The Final Product: The first ad (Mixie) opens in the kitchen of a couple, where the husband is reading the morning paper. Suddenly, he gets a call from one of his long lost friends and when he tries to talk to him, his wife switches on the mixie due to which the husband can’t hear his friend. A voiceover informs the viewer that the wife is taking sweet revenge on her husband as he had not let her watch her serial as he wanted to watch a cricket match. Similarly, in the Burnt Toast ad, the wife packs burnt toast in the husband’s tiffin instead of regular food, while in the Elevator ad, the wife does not let the husband get in the lift along with her. And before getting off on her desired floor, she presses the buttons for all the floors so that the husband has to wait for a longer time for the lift.

Xpert comments: Commenting on these ads, Rahul Jauhari, NCD, Pickle Lintas, said that these were cute films and a nice extension for the Tata Sky Plus campaign. “Since the record and play later bit is not news anymore, the need is to refresh the promise, and I find this angle a cute way to take the promise forward,” he added.

Satbir Singh, NCD, EuroRSCG, on the other hand, felt that in real life, it was always the other way round, where the husband ended up missing the matches. He said, “This is going to be the story of millions of Indian households from next month, even for the night matches.”

He particularly liked the Burnt Toast and Elevator ads and said that they were nice and understated as well as topical.

Our take: We like the ads as they have been treated in a very nice manner and get the message across effectively. The woman is shown to be a calm and collected person, who does not throw a fit or nag her husband, but instead resorts to a ‘tit for tat’ strategy to get her point across. The ad stays away from clichés, which makes it appealing.

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