Tata Sky brings some karaoke fun to gatherings

Conceptualised by Ogilvy & Mather, the campaign pitches Tata Sky Karaoke as a social activity in the realm of enjoyment, bringing a fresh twist to singing as an entertaining & collective activity

e4m by Twishy
Updated: Mar 26, 2014 8:20 AM
Tata Sky brings some karaoke fun to gatherings

In a bid to woo the singing enthusiasts, Tata Sky has recently launched thefirst DTH video-based karaoke service in the world, which offers subscribers the options for singing and entertainment within their homes. The DTH service provider has launched a new campaign to explain the concept of karaoke service that features people singing off key songs.

The ads showcase people from different age groups and different situations enjoying singing with Tata Sky Karaoke. One of the ad films,titled ‘DesiBoyz’, features three young boys singing with the service in their hostel room. Another ad film shows the whole family having some fun with karaoke singing. The third film, titled ‘Score’, features a group of men and women having a singing contest using the karaoke service, and its scoring feature. It gives the message that ‘You don’t have to be a great singer to have fun, at least the lyrics will be right with Tata Sky Karaoke’ (Kum se kum lyrics tohsahihonge).

Vikram Mehra, Chief Commercial Officer, Tata Sky elaborated, “The love for singing and dancing is epitomised by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favourite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalising on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”

Abhijit Avasthi, National Creative Director, Ogilvy & Mather, added here, “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary, we wanted people to see it as an obvious relevant product, which seamlessly fits into, rather enhances, an already existing moment in their life. Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singingeven more fun.”

The service can be enjoyed by all subscribers with the Tata Sky+ HD box.

Will you sing the Tata Sky song?

Expert take
Commenting on the ad, Raghu Bhat, Founder Director, Scarecrow Communicationssaid, “The objective, I presume, was to communicate the availability of karaoke on Tata Sky. Apart from this, the ad also explains to a layperson what the Karaoke feature is all about. This is the right strategy, as not all the people may be aware about Karaoke. Keeping these objectives in mind, the ads do the job competently enough. Shorter edits can be considered if the singing gets too jarring in the longer versions. The creative articulation of ‘At least the lyrics are right’ is subtle and humorous.”

Our take
Singing has always been a part of entertainment in our lives, be it a family function or a social gathering. Karaoke is a popular part of emerging culture for the singing and dancing enthusiasts. Hence, a DTH video-based karaoke service is a good offering from the brand.

It is a simple ad that portrays the message clearly. All the three films have been executed very well and the service has been seamlessly integrated into the ad. The scoring feature has been highlighted well through the ad. The ads are humorous and clearly explain the karaoke feature available on Tata Sky. Overall, it is a well-scripted ad with slice-of-life situations that bringa smile to our lips.

Watch the Score ad here…

Watch the Family ad here…

Watch the DesiBoyz ad here…

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