Nayanthara features in the campaign created for the southern states
Mumbai: Tata Sky’s latest high decibel ATL campaign this season, highlights its multiple entertainment offerings with two versions – one featuring Amitabh Bachchan and the other featuring Southern Superstar Nayanthara. The ‘Maximum Entertainment campaign’ emphasizes on the depth of entertainment that Tata Sky offers in a manner that’s lovable and memorable.
In Tata Sky’s ad campaign ‘#HarSceneKaMazaaLo’ Amitabh Bachchan adorns the role of a ‘Bengali Critic’ giving his point of view on iconic film dialogues and superstars in a series of 9 ad films. Amitabh Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own ‘Bengali Avataar’. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.
Tata Sky’s Maximum Entertainment Campaign with Nayanthara highlights the importance of moving from Analogue cable to digitized entertainment. Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages.
Tata Sky’s Chief Communications Officer Mr. Malay Dikshit said, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contributes to over 28% of the total viewership. Mr. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the Magic for Tata Sky. It beautifully depicts our objective to offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”
Ogilvy and Mather’s Chief Creative Officer Sukesh Nayak added, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are either awed or disappointed by their performance and you maybe vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. The core idea of ‘Har scene ka mazaa lo’ was beautifully brought to life by none other than Mr. Bachchan enacting the role of a tough film critic with Shoojit directing. For the south leg of the campaign, we worked with Nayanthara to create a very hard hitting anti cable campaign. Each film in this campaign is amplifying Tata Sky’s superior offering with a memorable story.”
With an aim to connect with the viewers and address all relevant points, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs. Amitabh Bachchan’s TVC has been envisioned and executed by Ogilvy & Mather and directed by National Award-Winning Director Shoojit Sircar whereas the Nayathara’s ad films are directed by R. Krishnakumar.
This summer Tata Sky’s #HarSceneKaMazaaLo campaign on Facebook is raising the bar when it comes to user interaction and participation. Tata Sky will become the first brand in India to use the Augmented Reality (AR) filters. With the ad films featuring superstars Amitabh Bachchan and Nayanthara, Tata Sky will have their shoot costumes as AR filters, where participants can make videos with these AR costumes and submit videos & pictures to become applicable to win exciting prizes along with the costumes of the celebrities.
Apart from the AR innovation, the campaign will also drive sustenance through contests across Facebook, Twitter, and Instagram, asking users their favorite Bollywood dialogue that they want Film Critic Dada (Amitabh Bachchan) to enact. Engaging with South Indian market during the same period with ads featuring Nayanthara and the central thought of #MaximumEntertainment there will be similar digital contest running for the next few weeks.
#Talentainment on Instagram is Tata Sky’s initiative to provide a platform to recognize & showcase the talent of artists. People are encouraged to upload their videos using #Talentainment and the best artists get featured on the page. In the coming days Tata Sky is launching a contest where participants will be challenged to grab Amitabh Bachchan & Nayathara’s attention through their talent. Watch out this space for more https://www.instagram.com/tataskyofficial/
Credits
Agency:
Group Chief Creative Officer and Vice Chairman, Ogilvy India: Sonal Dabral
Chief Creative Officers, Ogilvy India (West): Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Sukesh Nayak, Nishant Pratap, R Pratheeb, Soumen Nath, Chhavi Sahni
Chief Strategy officer, Ogilvy India: Prem Narayan
Account Management: Jaikishan Menon, Teenu George, Swati Khanduri
Amitabh Bachchan Campaign
Director – Shoojit Sircar
Production House – Rising Sun Films
Producer – Supriya Macwan
Nayanthara Campaign
Director – R. Krishnakumar
Production House – Black Box Films
Executive Producer – Gowri Krishnakumar
