Does Tata Sky's TVC featuring Abhishek Duhan strike the right chord with consumers?

Industry experts believe that while the TVC has a good cast, the message could have been more impactful

e4m by Noel Dsouza
Updated: Jun 17, 2019 8:28 AM

Chrome Pictures presents the latest TATA Sky TVC featuring the new sensational Bollywood actor Abhishek Duhan. The TVC is a jingle introducing the new and improved TATA Sky showcasing its new features. 

The ad agency Ogilvy has conceptualised the TVC under the leadership of Sukesh Nayak, Chief Creative Officer, Ogilvy India (West). 

The catchy jingle grabs the viewers attention very well whilst explaining all the details and services that the DTH service will provide. Whilst Abhishek Duhan and his dance moves add that extra entertainment value to this advertisement.

Director Vijay Veermal, Director, Chrome Pictures captures the ads fun-filled moments to perfection, making the ad extremely vibrant and attractive. Veermal, speaking about the TVC said, “Shooting outdoor is a lot of fun especially in a crowded location where the angles and shots are captured in a manner which depicts a lot of depth and detail. Abhishek’s positive energy managed to bring in a fun element to the final outcome of the TVC. Entertainment was our motive and we executed it in a very desi relatable manner. Outdoor shoots whilst in the middle of a scorching Indian summer are physically challenging but we had a lot of fun whilst shooting this TVC. We hope viewers  enjoy this ad to the fullest.”

We asked industry experts to share their views on the TATA Sky TVC and if it instilled brand recall in the consumers or not.

Shourya Ray Chaudhuri, Managing Partner, Creative Head (South), Tonic Worldwide said that the TVC helps recall the new services of TATA Sky. Chaudhuri also mentioned that it may connect with the consumers. “In the sea of TV ads, this will find it hard to swim, but as a connect with the consumer, it has potential”, remarks Chaudhuri.

However, Raghu Bhat, Founder, Copywriter, Scarecrow M&C Saatchi stated that the DTH industry is in churn and since last year there was consolidation.

Bhat commenting on DTH services said, “In the early days, d2h companies used to position themselves as a 'premium service', in terms of offering and imagery, compared to cable operators. It's interesting to note that they are trying to go mass, with a vengeance and downplay the element of aspiration. This could be a response to Jio's imminent entry. The ad tries to position Tata Sky as a harbinger of happiness through a jingle. The casting is real. But since it carries the burden of saying many features, it doesn't contain that one audio hook that sticks to mind.”

Jagdeep Kapoor, CMD, Samsika Marketing Consultants said that the TVC while maintaining the positioning of ‘TATA Sky Laga Dala, Toh Life Jingalala’ there is a vibrant freshness in the execution of this TVC. 

“It is widespread, inclusive, catering to various segments, kids, adults, senior citizens, male, female, across audiences. The features and utility come out clearly through the lyrics of the TVC and ease of installation and ease of usage are also highlighted. The recall will be very good and the call to action will be quick and positive for purchase. Tata Sky is a Good Buy”, commented Kapoor. 

Watch the TVC here: 


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