Star Sports 1 Tamil has tapped into Tamil pride with its first-ever TVC for the newly launched sports channel. The regional channel, which is the first of its kind in India, kicked off with a 360-degree marketing campaign, #MachiAreYouReady (buddy, are you ready), on May 28.
The 100-second long TVC which is part of the channel’s 360-degree marketing campaign features a variety of regional sports. Speaking about the ad, a Star Sports Spokesperson said that the TVC is a tribute to the multi-sport Tamil culture, featuring strong glimpses of various sports played, with great pride, on Tamil soil.
The film which was conceptualised and created by JWT, Chennai, begins with a dramatic shot of the traditional coconut-breaking ritual, and moves into vivid scenes of various sports such as kabaddi (sidugudu), volleyball, football, tennis, cricket, and regional sports such as Pachai Kuthirai (green horse), Thavalaiattam (frog hopping), Pattam Bambaram (throwing a top), Villukuchi (bow and arrow), Izhuvandi (cart pulling race), etc. The film concludes with Dhoni performing the signature Pro Kabaddi move, kicking a football and grasping a cricket stump, capturing the essence of the multi-sport Tamil culture.
The primary insight behind launching a Tamil sports channel and the theme for the TVC was that “Tamil Nadu has one of the best organised sporting ecosystems in the country across sports. It also has a thriving culture of grass-root level participation in sports,” said the spokesperson.
Sharing his thoughts on the ad, noted ad-man O R Radhakrishnan said that he was captivated by the ad, so much so that he might watch it multiple times. That said, he felt that the ad did not have a Tamil emotional connect. “If the visuals of this very ad were to be used with a Howrah bridge backdrop instead of a Chennai temple, and the soundtrack alone was altered, then the ad would convey the message of a sports channel in Bangla.” He felt that the ad is more generic than it should have been. Despite that “flaw”, he said that the ad does a great job of informing the audience that a new Tamil sports channel has been launched.
In January 2017, protests had erupted across Tamil Nadu against a ban on jallikattu (bull taming). Protesters argued in favour of the sport citing that the sport was a symbol of Tamil culture in addition to other factors. Tapping into this Tamil pride, the Star Sports Tamil TVC hits the right notes and embraces Tamil culture.
Speaking to exchange4media, K V Sridhar (Pops), founder hypercollective, pointed out that the racy anthem was very reminiscent of the popular Tamil dance song - Nakku mukka, from the film Kadhalil Vizhunthen, in particular, because of the meter of the song. The TVC, he said, has captured all the cultural nuances of Tamil Nadu, communicating that there is more to Tamil culture than the stereotypical image that often gets associated to the state. Thereby, it reaches out to the Sec C and D demographics of Tamil Nadu, he said.
According to Pops, leveraging regional pride was very apt for the TVC because, “Now more than ever, people are not ashamed of their roots. In addition, the idea that ‘every Indian is my brother and sister’ is not as strong as it used to be. Today regional pride, city pride, matter a lot in the face of sporting teams cropping up from every city.”
S K Swamy, Chairman and MD, R K Swamy BBDO, felt that the commercial achieves is objective of reaching out to the target audience with a racy and fast-paced video that sets the tone for the channel itself. He felt that the advertisement has been well executed and has all the key ingredients needed to reach the target audience.
In the past, the TVC for the first ever 24X7 Hindi sports channel – Star Sports 3 – starring Navjot Singh Sidhu, kept the message simple and straight: “Jo baat Hindi mein hai, woh kisi aur mein nahin.”