DTH player, Tata Sky, known for its innovative advertising has come out with an interesting format of episodic short love stories to talk about its new product ‘Daily Recharge’.
This offering allows consumers to recharge their DTH subscription for only Rs 8 daily and get all their desired channels on that day.
Two years ago, Tata Sky came out with the longest running TVC ‘Prison Break’, with a run time of 210 seconds or 3 minutes and 30 seconds and bagged a place in the Limca Book of Records in 2014.
The ‘Daily Recharge’ is mainly targeted at people in the rural areas (towns and villages). The product provides an entry into the world of quality television viewing at a price lesser than any MSO or DTH player in the world.
Sharing the brand’s perspective on the campaign, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi’ is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”
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The campaign ‘Daily Dillagi’ has been conceptualised by Ogilvy & Mather (O&M) and nine films have been released till now. According to the agency, the reason they attempted this new format was because they had to achieve a behavioural shift, hence they went beyond the standard 30-second format of advertising, which would have given the audience the information but would have failed in engaging them. The challenge in front of the team was to amplify the everyday usage of the brand and the benefits associated with it.
According to the company, ‘Daily milenge toh pyaar to hoga hi’ is a simple expression of the product benefit and the brand promise. To further reinforce daily usage, the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge.
Speaking on the new campaign, Sukesh Nayak, Executive Creative Director, O&M Advertising highlighted, “The product was innovative so the creative idea had to be innovative. For daily recharge, we came up with an idea of daily love story. Every day, the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”