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BW Businessworld

The Height Of Entertainment

The high-decibel TV campaign will be supported by an integrated marketing campaign including hoardings, bus backs, wall paintings, bill backs and cinema halls apart from television ads

Photo Credit :

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After #PyaarJingalala and #10SaalJingalala, Tata Sky continues to focus on people and togetherness with its latest campaign #FamilyJingalala. The TVC features Amitabh Bachchan, in a bohemian rapper avatar.

The campaign — created and conceptualised by Ogilvy and Mather, and directed by Shoojit Sircar — aims to promote the positioning of Tata Sky as a brand that caters to the needs of viewers from all age groups with quality content.

In the ad film, Amitabh Bachchan is the narrator of a puppet show that is about his family and the TV watching habits of each member. The family members — brother ‘Thakur’, sister-in-law ‘Thakurain’, and their twin sons — are different puppet avatars of superstar Bachchan. While one member of the family likes comedy shows, another prefers reality shows, and another likes romantic movies. To make everyone happy, Thakur chooses Tata Sky, as the brand offers a range of channels and programmes to suit everyone’s taste.

“TV viewing is a family activity. But most families are used to stale and inferior entertainment as they come cheap or free. The idea is to show what a wide world of entertainment and good quality service awaits them if they subscribe to Tata Sky” says Tata Sky’s chief communications officer Malay Dikshit.

The concept behind the campaign was to communicate to TV viewers, 85 per cent of who reside outside metro cities and form a considerable part of the consumer base, that Tata Sky is preferable because it has something to offer for every member of the family, and therefore is a quality choice over any other.

“We had to talk to a wide variety of audience, ranging from different town classes, geographies and socio-economic backgrounds and convey the message that Tata Sky delivers content to anybody’s requirements,” adds Dikshit.

Given that entertainment is the most viewed genre in the country, Amitabh Bachchan was an ideal choice. O&M’s executive creative director Sukesh Nayak says, “There is no other entertainer like Bachchan. And when there are seven of him telling you a very entertaining story, it is very tough to miss the point that nothing entertains better than Tata Sky.”

The high-decibel TV campaign will be supported by an integrated marketing campaign including hoardings, bus backs, wall paintings, bill backs and cinema halls apart from television ads.