Selecting new Tata Sky packs is as easy as 1,2,3
The new campaign conceptualised by Ogilvy India highlights how Tata Sky makes choosing subscribers’ favourite channels child’s play that can be accomplished in steps 1,2,3.
Published - 30-January-2019
Tata Sky, India’s leading content distribution platform launched their subscriber communication campaign to educate subscribers about the seamless process of changing packs according to the new pricing regime. The campaign #Ab123kardaalatohlifejingalala is a series of 3 ad films that highlight how Tata Sky makes choosing subscribers’ favourite channels child’s play that can be accomplished in steps 1,2,3.
The films draw similarities between the tasks for toddlers to changing channel packs, both of which are perceived as cumbersome. Through the toddlers in the ad film, Tata Sky explains how it is a matter of just 3 simple steps to choose packs under the new pricing regime.
1- Select Pack
2- Match Budget
3- Confirm Pack
The first film shows a toddler in a walker, having fun spinning around. The baby explains how spinning around is fun but also can be a headache but choosing your favourite packs are not at all a headache. In fact, it is as simple as steps 1,2,3 on her mobile.
The second ad has a toddler eating breakfast with ‘kaddu’ pumpkin puree all over his face. The baby grumbles how adults are lucky as they can choose their own food and their favourite channels & packs by simply following the 1,2,3, steps on the Tata Sky Mobile App. The third film has a baby in a diaper holding the rail of her cradle with a troubled expression. She then is relieved when she says “It’s done (Ho Gaya). Now it is diaper changing time. It is also time for you all to select your channels & packs”. After a brief false alarm on passing just gas, the baby continues to explain how after the simple steps of 1,2,3. She urges you to take help from their nearest dealer or visit the Tata Sky Mobile App.
Speaking about the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India - West said, "Tata Sky has always endeavoured to deliver quality entertainment in a simple manner. So, when the recent ruling change with respect to channel packs and price was announced, we ensured the process was as easy as child’s play for all Tata Sky subscribers. The creative idea was literally built on the product promise.". The 3 ad films have gone live on digital first and on Tata Sky’s default Ch.100.
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