DTH service Tata Sky has rolled out its latest Family Jingalala campaign with superstar Amitabh Bachchan as brand ambassador. The campaign, directed by National Award-winning director Shoojit Sircar, features Bachchan in seven unique avatars and will go live today.
Clearly leveraging Bachchan’s effortless ability to slip into any role, this new campaign not only uses him as a live character but also as seven puppets, each representing a different family member.
This recent campaign tells the usual story of an Indian family where each member has vastly different entertainment and content needs. Bachchan then explains how all these can be met through Tata Sky, highlighting the expansive breadth of the brand’s offerings and its significance in the everyday life of an Indian household.
The campaign not only sees Bachchan playing the role of a bohemian showman singing the story of a regular family where he reveals how all their needs can be met by subscribing to Tata Sky but also that of six puppets with each one playing a member of a family right from the patriarch Thakur and matriarch Thakurain to middle aged members and even the younger generation. Interestingly, every puppet was worked upon extensively by a specialised team from Czech Republic to make each one look like Bachchan.
Malay Dikshit, Tata Sky, Chief Communications Officer, 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 heartwarming story of a family of seven puppets, each in love with their respective TV shows. There could have been nobody better than Mr Bachchan to bring this vision to life.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy& Mather, said, “There is no other entertainer like Mr Bachchan. And when there are seven of them in never seen before roles, telling you a very entertaining story, then it is very tough to miss the point that nothing entertains better than Tata Sky.”
The TV campaign will be supported by an integrated marketing campaign including outdoor and cinema halls. Tata Sky is also rolling out five language versions of the campaign by October 4, 2016 in Marathi, Bengali, Kannada, Telugu and Tamil.