DTH player Tata Sky has launched its first digital only campaign for its upcoming ‘Tata Sky+ Transfer’ set-top box. This new product from Tata Sky will enable the set top box recording to be available on the subscribers’ tablets and phones. The digital campaign, conceptualised by Ogilvy & Mather consists of three teaser videos, one brand film and three demo videos.
Click here to watch the teaser film: https://www.youtube.com/watch?v=GuvDaoIpTYw
The films are about a TV addicted family ‘Transferkars’ and the love for their favourite shows. The characters of the campaign have quite unique and distinctive traits, like the father likes to watch GEC, the grandmother is fond of watching WWE, and the daughter likes to watch Game of Thrones and so on. The characters have been purposely made different in order to create memorability. The brand film shows the length at which each character can go in order to carry their favourite TV shows with them. The ad then introduces ‘Tata Sky+ Transfer’ as an innovative product which solves these problems by enabling subscribers to transfer the recorded content on their mobile devices and view it at their convenience. Hence, the campaign ends with the message- ‘Record. Transfer. Carry.’
George Kovoor, Sr. Creative Director at Ogilvy One stated, “The typical characters in the film helped us build the hyperbole and deliver the messages. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”
Commenting about the need to launch the new product, Malay Dikshit Chief Communications Officer – Tata Sky said “Today time comes at a premium, the consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus the demand for convergence and portability of content comes in. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.”