Tata Sky, one of the leading DTH providers has launched a new campaign titled ‘Family Jingalala' in order to target the consumers living in the non-metros and smaller towns. With brand ambassador Amitabh Bachchan, the campaign has been specifically timed around the festive season. According to reports, the estimated spends to promote the campaign conceptualised by Ogilvy & Mather is around Rs 40 crore in the next 5-6 weeks.
Malay Dikshit, Chief Communications Officer, Tata Sky said, “People do really want good entertainment in their house. TV forms the most important source of entertainment for the entire family but they have gotten used to stale and inferior entertainment on offer just because it is cheap or free. The idea is to show what a wide world of entertainment and good quality service awaits them if they subscribe to Tata Sky. O&M presented us with a heart-warming story of a family of seven puppets, each in love with their respective TV shows. There could have been nobody better than Amitabh Bachchan to bring this vision to life.”
This time around, the agency has shown Amitabh Bachchan doing a rap song to highlight the story of a family of seven puppets. Using a catchy tune, the brand has used humour to talk about the different features of the brand. Talking about the brand tonality which is usually seen in the brand campaign, Dikshit pointed out, “Beautifully simple, always easy to understand, heart warming and inviting.”
The brand has always been quite brave when it comes to advertising; in 2014, it came up with the longest running TVC ‘Prison Break’ and bagged a place in the Limca Book of Records. Last year, in order to promote their product ‘Daily Recharge’, they launched it through an innovative advertising, where they decided to show a love story brewing between the protagonists of the film through 13 episodes.
Tata Sky gets a new logo
Tata Sky has also unveiled a new logo which is seen in the campaign. According to Dikshit, “The idea was to contemporise the logo of the brand and make it more relatable to the word 'entertaining' as the brand now wants you establish itself as an entertaining brand.”
It is a 360 degree campaign, supported by TV, digital, outdoor and cinema halls. It will be using for the first time bus- packs, wall paintings and others. Tata Sky is also rolling out five language versions of the campaign by October 4, 2016 in Marathi, Bengali, Kannada, Telugu and Tamil. There is one brand film and further shorter edits will be rolled out eventually.
Dikshit added, “We will be starting with the Hindi Speaking Market, but will go national, probably a week later. What we are targeting is people outside the main metros. The reason being, we found that, content viewership or TV consumption is coming from 85% of these big towns and about 50% of our business is being generated from here. How do we take it a notch higher is the particular thought behind this campaign.”
Last year, the brand came up with two new products offering to target the Northern and Southern market of India. They introduced ‘Daily Recharge’ which allowed consumers to recharge their subscription by only Rs 8. It was meant for consumers who are interested in the product, but in smaller bite sizes and also to target the value conscious consumers living in the tier 2 and tier 3 towns.
Amitabh Bachchan was also roped in by the brand when they were celebrating their recent 10 year celebrations. He was seen prominently on all the mediums, from TV to large outdoor hoarding. The brand has been earlier associated with a lot of popular faces like Aamir Khan, Kangana Ranaut, Dhanush and others.
Current challenges in the DTH market:
Elaborating on the challenges in the DTH category, Dikshit said, “More than challenges, it is a growing category. It is short sighted to just say that it is DTH, it is entertainment which is actually growing and the taste of this category is evolving very rapidly. There is a lot more dimensions coming into the sector everyday and staying ahead in the race with all the changes happening is the biggest task.”
10th Anniversary celebration:
The brand last month celebrated their 10th Anniversary celebration with Amitabh Bachchan. The films highlighted the brand’s special offering to its subscribers on the occasion. As a part of the celebrations, all subscribers got to view over 500 + channels and services that Tata Sky offers at no additional cost to their on-going subscription between August 8 to 21.