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BW Businessworld

Love In The Time Of TV

In the new series, the brand has woven Tata Sky services into multiple stories, all playing up the moments of love

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Tata Sky has stayed with the ‘Jingalala’ proposition nearly since its launch and over the years has had various renditions of it. In the latest series of ad campaigns, the focus is on love. In an effort to resonate the relevance of the brand in users’ everyday lives, Tata Sky is playing the #PyaarJingalala card. The integrated campaign that was released alongside the Indian Premier League (IPL) 2016 focuses on getting people to rekindle the moments of love with the help of their Tata Sky connections.

This campaign follows Tata Sky’s ‘missed call’ ad series, which saw close to two million missed calls during the 10-week campaign period. In the new series, the brand has woven Tata Sky services into multiple stories, all playing up the moments of love. Ogilvy & Mather is the creative agency behind the campaign.

“The idea was to take the brand love a step further by highlighting the role Tata Sky plays in the life of people. The campaign talks about how Tata Sky’s innovative services and offerings help couples connect with each other better as they sit in front of their TV for their daily dose of entertainment,” says Malay Dikshit, chief communications officer, Tata Sky. The campaign targets audience across different age groups, strata and geographies. And apart from the duration of the IPL, the campaign will be spread across social media channels, outdoor, television, cinema and radio platforms.

“The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programmes together. We used this insight to come up with a campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, rekindled through Tata Sky, through minimal scripting,” explains Sukesh Nayak, creative director, Ogilvy and Mather.

Ogilvy has conceptualised and created 10 different ad films to be part of the campaign. With different couples in the lead, the agency has used a mix of humour, emotional moments and quirks to make a case for the brand and its various services.

“The insight for this campaign was that couples spend maximum time in front of television but it’s not really quality time. Hence, the campaign revolves around how Tata Sky can play a central role in couples falling in love again. We wanted the viewer to feel that the brand has something for everyone,” says Dikshit.