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Watching TV is good for children: O&M's campaign for TATA Sky's Learning Channels

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Watching TV is good for children: O&M's campaign for TATA Sky's Learning Channels

In a bid to woo children, Tata Sky has recently launched its first national campaign for its Learning Channels.

The three-series ad campaign was rolled out on July 24, 2014. The campaign titled ‘Kitna kuch seekh saktein hai bacche TV se’ aims to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

The first ad features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kindergarten girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard.’

All the three ad films deliver the overarching message - Television is good for knowledge too.

The ad is conceptualised by Ogilvy & Mather and Abhijit Avasthi is the creative director.

Speaking about the campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that.”

“Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer. Actually we ourselves learnt so much while shortlisting these knowledge facts for the campaign. That discovery only fuelled our conviction that kids can learn so much from TV,” he pointed out.

Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

The campaign is targeted primarily at the parents with children between ages 6 to 12 years.

Expert take

Commenting on the ad, P Subramanian, VP, OTS Advertising said, “It is an interesting set of communication without showing the actual product. The end result of watching TV has been captured with kids being spokespersons. But there is no curiosity or suspense with the communication. It may not grow on us. There is no interest value attached unlike the earlier set of Tata Sky communication.”

He added, “However personally speaking this getting knowledgeable with the product has been used by many brands such as Bournvita, Kellogg’s, Complan – therefore there is nothing new with the communication. The increasing trend of testimonial style of advertising is a dangerous phenomenon for advertising creativity.”

Anbu Chezhian, Branch Director, L&K Saatchi & Saatchi said, “Tata Sky has attempted to redefine the Idiot Box into an Intelligent Box and taking the protagonists as children its clearly appealing to the parents and perhaps is depending on pester power to see it through. It’s a very formula driven advertising and somewhere lacks the persuasive skills that might eventually lead into the final decision, a completely safe approach to advertising.”

Watch the ads here:

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