Tata Sky has launched a new ad campaign featuring brand ambassador Amitabh Bachchan. The new campaign was launched alongside their latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC). Conceptualised by Ogilvy & Mather, the campaign follows the struggles of Bachchan in the role of an ‘Uncleji’ who wants to act in the local Ramleela.
Previously, Tata Sky had roped in Bachchan for a pan-India campaign where the Bollywood star took on the role of seven puppets, each representing a different family member. This is the fourth campaign for which Bachchan has partnered with Tata Sky. “First, he celebrated our 10th anniversary with an ad campaign, then the #FamilyJingalala ‘Yo Se’ campaign, followed by the Maximum channels campaign, which we rolled out largely in regional channels across India, and now Acting Adda,” said Malay Dikshit, Chief Communication Officer, Tata Sky.
Explaining the choice of casting the legendary superstar, Amitabh Bachchan, in this ad, Dikshit said, “While we were brainstorming on how to launch this product, what communication route should one take, the scripts etc. we wondered—who better than Mr. Bachchan could strike a chord, bring a smile and talk about the first steps of learning acting? Ogilvy and Shoojit Sircar have upped the game with this wonderful communication.”
In the ad, Bachchan starts out as an aspiring actor who wants to play the role of Raavan in the upcoming neighbourhood Ramleela. But he is rejected because of his lack of acting skills. That’s when another aspiring actor points Bachchan to Tata Sky’s new service that offers acting classes on TV. Bachchan is then seen watching acting lessons and practising the skills at home. Armed with the freshly acquired skills, Bachchan scores the role of Raavan for the Ramleela show.
The campaign went live on social media and Tata Sky Ch 100 on May 16. The campaign has already garnered over 17 lakh impressions across social media platforms over just a week. The previous campaign, #FamilyJingalala was rolled out in five languages: Marathi, Bengali, Kannada, Telugu and Tamil, but this campaign will be restricted to Hindi alone. “This service (Acting Adda) currently runs with sessions in Hindi and English, as and when we can offer content in other languages, we may communicate in other languages as well,” said Dikshit.
Tata Sky’s Acting Adda is powered by FTheCouch (FTC), an initiative by Suniel Shetty. An exclusive service for Tata Sky subscribers on Ch 111, Tata Sky Acting Adda will offer acting lessons delivered by experts from all top institutes on television and on Tata Sky’s mobile app at the price of Rs. 59 per month.