Tata Sky's Classic Cinema campaign stars Sharmila Tagore in an endearing role

#KyaDinThe is a campaign to celebrate classic cinema from Bollywood’s golden era brought alive by Tata Sky Classic Cinema

e4m by exchange4media Staff
Updated: Jul 8, 2017 7:51 AM

Tata Sky, one of India’s leading content distribution platforms, has launched ‘Classic Cinema’, with an ad featuring veteran actress Sharmila Tagore. In partnership with Shemaroo Entertainment, the service aims to turn the clock back and relive the best of Hindi cinema from a handpicked collection of timeless classics of the 1950s, 60s and 70s.

To celebrate Hindi cinema’s iconic era, the service showcases RJ Anmol’s exclusive interviews with cinema legends such as Zeenat Aman, Dharmendra and more. Through ‘Tata Sky Classic Cinema’, subscribers will also enjoy rare and vintage interviews by legendary radio announcer Ameen Sayani with cinema stalwarts, interspersed with exclusive behind-the-scenes images and videos.

Pallavi Puri, Chief Commercial Officer, Tata Sky, said, “The thought behind Tata Sky Classic Cinema was to bring alive those iconic movies and relive those epic scenes, which are etched in some of our memories in an ad-free and break-free format. This service is targets not only lovers of classic films but also gives the audience of today an opportunity to connect with the glorious era of Indian cinema.”

Apart from the classic movies, Tata Sky Classic Cinema also has specially created content such as ‘Artist of the Month’ wherein viewers can watch interviews and movies of a legendary artist through the month, ‘Biographies of Legends’, a programme that tracks the lives and careers of Bollywood legends, and ‘Filmy Quiz’, a fun quiz where subscribers can test their knowledge on history of Indian cinema.

Sukesh Nayak, Executive Creative Director, Ogilvy & Mather, says, “#KyaDinThe is a campaign to celebrate the good old classic cinema from the golden era of Bollywood brought alive by Tata Sky Classic Cinema. We got Sharmila Tagore to play the role of an endearing grandmother who helps her young teenage grandson get inspired by watching classic scenes from the golden era hits to win over his love in the good old fashioned way, when gestures were special and personal, making someone special feel truly special.”

Hiren Gada, Director, Shemaroo Entertainment said, “Tata Sky Classic Cinema brings to audience some of the finest work of the greatest film makers of Bollywood. With a very contemporary look and feel, the service is designed specially to reconnect golden era of Bollywood with today’s audience. The programming of the service includes tastefully done shows created by our young and enthusiastic team and movies that have gone missing from television. Shemaroo has one of the biggest libraries of film content and with our experience and expertise in the genre, we have been reintroducing retro in a new avatar with each of our products.”


First Date:

First Fight:


·         Production House: The Hot Films

·         Co-Directors: Sana Ahmed, Beeswaranjan Pradhan

·         Producer: Payal Arora

·         Creative Agency: Ogilvy & Mather


Sukesh Nayak – Executive Creative Director

Nishant Pratap – Sr. Creative Director (Copy)

Pratheeb R – Sr. Creative Director (Art)

Chhavi Sahni – Creative Controller (Copy)

Soumen Nath – Creative Controller (Art)

Account Management:

Jaikishan Menon- Vice President

Karuna Nayak- Account Director

Sharon Faria - Senior Account Executive

Planning: Priyanka Nair- Planning Director

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