Tata Sky+, the recently launched personal video recorder (PVR) service from Tata Sky, has unveiled its TV campaign. Featuring brand ambassador Aamir Khan and actress Gul Panag, the TVC shows Khan at his domestic best, all to woo his wife into parting with the TV remote so that he can watch the cricket finals, the timings of which clash with his wife’s favourite soap.
Conceptualised by O&M, the campaign broke across major channels on October 27. The campaign is the brainchild of Anup Chitnis, Executive Creative Director - South Asia, O&M, supported by his Creative Directors Vivek Kakkad and Nitin Pradhan. Footcandles Films’ Vinil Mathew has directed the film.
A teaser ad, which went on air on October 24, built up the hype for the main campaign. The teaser had featured Khan doing some household work and telling the audience not to be surprised as he was helping his wife.
The rational behind the TVC is that majority of households in India are single television households, with a mere 16 per cent of SEC A homes having more than one television set. Hence, there is a perpetual fight for the remote during prime time when different show timings and preferences clash – as in news versus movies versus soaps.
Vikram Mehra, Chief Marketing Officer, Tata Sky, explained, “The result of the fight over the remote often ends in strife with either the husband or the wife missing out on their favourite programmes. Using this basic behaviour that happens in homes across the country as a context, the ad aims to build relevance for the product by establishing that because of the record feature, which allows one to watch one programme and simultaneously record another programme, no one needs to miss out on their favourite shows. Hence, the brand plays the role of a peacemaker.”
The TVC shows Khan on his best behaviour one fine day – waking up his wife with her favourite juice, preparing breakfast, even doing the grocery shopping. His pleasantly surprised wife gets to know the reason when she sees the morning papers – there is an all-important cricket match in the evening that clashes with the show timings of her favourite soap. It is then that the wife explains that she had already programmed the personal video recorder in the new Tata Sky+ service to record her show even as Khan watched the match so that she could watch the soap later.
Tata Sky+ comes with MPEG4 technology and an in-built personal video recorder that enables the viewer to record up to 45 hours of live TV, play back a recorded programme and pause and rewind live TV. These features are not available in the normal Tata Sky service.
Mehra further said that O&M had been a great partner, developing everything from scratch – the brand name, identity, brand positioning, communication, etc.
On other promotional activities, Mehra informed that the product would be marketed strongly through the Internet, where they had created a standalone website, www.tataskyplus.com. Along with digital, the marketing plan will also be supported through both ATL and BTL activities.
On the brand identity, Mehra said, “Tata Sky has always stood for family togetherness, and Tata Sky+ is a natural extension. With the launch of this service, we propose to end the fights over the remote which endanger family harmony, and instead being in happier families.”
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