Reinforcing the signature promise of superior offerings for viewers, Tata Sky has launched three separate campaigns for Tamil Nadu, Karnataka and Andhra Pradesh & Telengana. Tata Sky, the Direct-To-Home service provider in the country has roped in superstars Sudeep and Mahesh Babu for its Karnataka and Andhra Pradesh campaigns. The three campaigns are positioned as Tata Sky’s attempt to strengthen the southern markets.
The Tamil Nadu campaign is aimed at further solidifying its place in the state’s growing DTH market. The new multimedia advertising campaign talks to Tamil customers who usually make a purchase decision after careful evaluation.
Conceptualised by Ogilvy & Mather, the Tamil Nadu film opens with a lady who has come for shopping is getting her purchases after payment. A sales man tries to catch her attention and gives her a form with her and informs her that there are lot of benefits and asks the lady to sign. But the lady says in the form it is given that an individual will get a discount on his or her child’s birthday and remarks, “My daughter’s birthday is on February 29, then how can she avail the offer?” A voice over comments that Tata Sky provides professional customer service, super picture quality and an offering of one’s favorite Tamil channels and so it the preferred choice when choosing a set top box.
You can watch the ads here:
Conceptualised by Ogilvy & Mather, all the three campaigns are built on the insight that with Tata Sky’s superior offering, there is no need to compromise as Tata Sky becomes the obvious choice for consumers.
Talking about the three campaigns, Vikram Mehra, Chief Commercial Officer, Tata Sky said, “For a very long time there was an impression that Tata Sky does not have lot of south Indian channels. In the last 24 months we have gone out and created one of the strongest line-ups of at Tata Sky. So, we first launched a campaign in Kerala last year and now we have come up with our follow up campaign for states in the South informing people that Tata Sky is beyond doubt the best DTH service both in terms of local language channels and affordable prices.”
Commenting on the campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “This is a service campaign meant for south India. Tata Sky is quiet clearly most advanced when it comes to offering services in India and the idea was to let people know about that. We have used local insights and celebrities to bring alive the point that Tata Sky is the ultimate choice when it comes to DTH. For example, the Kannada campaigns talks about how people are not willing to adjust when it comes to great service on DTH platform so they want to stick to Tata Sky. In Andhra Pradesh people want the best and that rides on that. In Tamil Nadu again it is about being smart in picking the DTH service.”
It is a 360 degree campaign with a large focus on Television and on out-of-home (OOH) media, and on-the-ground initiatives across all three key markets.
Does Tata Sky’s message connect with the consumers?
TG Shenoy, Executive Creative Director, Saatchi & Saatchi Focus Network said, “If the brief was to drive home the point that ‘life is jhinga-la-la with Tata Sky’, then all the three TVCs do the job well, as that has been the brand’s promise since its launch. But all the three seem to vary in the ways they get there, especially the Telugu TVC with Mahesh Babu that differs the most from the other two. The positioning implied here seems to be ‘for people who want to be perfect in everything that they do and/or want the very best’, as contrasted with the Kannada TVC where the way-in is a ‘no compromise’ story. Of course, all three are for three different audiences language-wise, so I don’t see this variance of positioning as an issue. The only thing that I would’ve loved to see done better was Sudeep used in a ‘filmy’ context/ situation like how they’ve done it with Telugu TVC, with Mahesh Babu. He’s a film actor, so using him in a situation where a non-celebrity could’ve easily been used – because the situation is just so relatable – doesn’t leverage Sudeep’s celebrity status and superstar image as much as it could’ve been.”
Nima DT Namchu, Chief Creative Officer, Cheil India said, “This appears to be a very straight forward campaign with the objective of wooing the South Indian audience in which Tata Sky positions itself as the best possible DTH service provider one could go for if you were living in any of the four states. The route adopted is a tried and trusted one where the brand is depicted as the choice of popular regional movie stars who are supposedly uncompromising when it comes to the quality of entertainment. I guess Lalita-ji, Hema-ji and all the other uncompromising celebrities have new friends.”