Tata Sky's new app to resonate with people on the go

Conceptualised by O&M, the ads are built on a powerful insight that people want their TV to be handy so that they can enjoy it anytime, anywhere with good picture quality

e4m by Twishy
Updated: Oct 30, 2013 7:31 AM
Tata Sky's new app to resonate with people on the go

Ever thought it would be possible to carry a television in your pocket? Now, Tata Sky allows doing so through its mobile application that allows subscribers to view live TV channels. The DTH company has launched two new ad commercials for its latest innovation called ‘Everywhere TV’.

Conceptualised by Ogilvy & Mather, the ad films convey the idea of carrying a TV in your pocket through amusing stories. The commercials brings alive the concept of live television on mobile devices.

Recently, many DTH operators and broadcasters launched their mobile apps for users to access content through mobile phones. Dish TV from the Zee Group has also launched a video streaming app called DishOnline.

Through the ‘Everywhere TV’ app, subscribers can access 59 channels with a monthly payment of Rs 60. It can be downloaded from Apple and Android stores. The app also allows consumers to watch previous five days’ episodes of shows.

One of the films shows a young man in a police station, registering a complaint on being pick-pocketed. The inspector asks about what was in his pocket and he lists the house keys, wallet and Rs 5,000 to 6,000 in his wallet. He further adds that there was a TV in his wallet on which the inspector and his team starts laughing. A voiceover says ‘Koi nahin manega’ (no one will believe you) and introduces ‘Tata Sky Mobile: Ab TV aap ki pocket main’ (now TV in your pocket).

The second film shows a lady being measured for her dress and the tailors asks about the location of the pockets. He, then, asks about the preference of a regular or a deep pocket. She replies, “Whatever”. The tailor then asks her what she generally carries in her pocket; the lady replies saying, TV and other things. The tailors smiles and says, “Fir toh 32 inch ya 40 inch ka pocket banana padega” (then we will have to make a pocket of 32 inch or 40 inch). It ends in a similar fashion as the first ad.

Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Our research has shown that lifestyles are getting busier in today’s day and age. Today over 60 per cent of the (Tata Sky) population uses internet to view videos on their smartphones and tablets, either at home or at office. Everywhere, mobile TV is a unique service for all those valued subscribers who want to keep in touch with their favourite shows and channels that they have subscribed on Tata Sky even when they are on move, through their mobile handsets.”

“The commercial communicates how television viewing amongst mature audiences has reached the next level, when one’s mobile is referred to as ‘TV’ due to Tata Sky Everywhere TV,” he added.

The new offering will be available this festive season on smartphones with IOS and Android platforms. Along with live television, subscribers can record their favourite content and use the video on-demand option which allows one to download from a library of over 2000 videos.

Will you carry it in your pocket?
Expert take

Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India said, “The point about television content now being available on the mobile is well made. And hey, is that Tom Alter?”

Our take
TV is an addiction for every age group in our country and there is nothing better than watching your favourite shows on the move. The TVCs are built on a powerful insight that people want their TV to be handy so that they can enjoy it anytime, anywhere with good picture quality. The ad very neatly communicates this message to the consumers.

It has been executed in a very simple manner through both the TVCs. The ad with the young man in the police station is amusing. The manner in which the inspector reacts to the boy telling him that there was a TV in the pocket, “Subah subah pee ke aaya hai”, is funny.

The second TVC has very good characters and the plot is interesting with the girl giving measurements for her dress. The tailor’s way of speaking adds to the humour. The ending of the ads is also very good with the message ‘Koi nahi manega, Tata Sky Mobile: Ab TV aap ki pocket main’.

The ads are engaging and executed in a manner that will definitely urge people to know about this new service from Tata Sky.

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