Mumbai: Aligned with its new brand Purpose “making tomorrow better than today for family & home”, Tata Sky, has launched a unique mural campaign in Gujarat. Bringing alive the local flavor by associating with popular Gujarati Cinema actors, the campaign embodies the concept of ‘Khidki’ that was introduced in the new Brand Purpose TVC “Iss khidki ko khol dala toh life Jingalala”. ‘Khidki’ being the embodiment of entertainment which, via Tata Sky, provides moments of emotional gratification in everyday lives of people.
Conceptualized by Ogilvy and executed by Dentsu Communications India Private Limited, along with the Bollywood Art Project (BAP), the campaign featuring Ketaki Dave, Rasik Dave, MalharThakkar, Deeksha Joshi, Siddharth Randheria, and Mamta Soniaimsat making a deeper connection with the natives of the state. The wall murals pay homage to the Gujarati Cinema actors who have been intrinsic in bringing the art & culture of Gujarat to the forefront.
Talking about the campaign, Anurag Kumar, Chief Communications Officer, Tata Sky, said, “People’s lives are made better when they connect to quality entertainment. This thought inspired our recent national campaign- “Iss khidki ko khol dala toh life Jingalala”. We have now taken this thought closer to our customers in Gujarat by celebrating popular faces from Gujarati entertainment through the unique format of wall murals. These murals reinforce Tata Sky’s commitment to be an inherent part of people’s everyday lives, making quality entertainment affordable and accessible to all.”
The wall murals are situated in Lunawada, Vijapur, and Rajula towns of Gujarat. To further provide scale, the Company hopes to make the digital wall paintings go live this month in Ahmedabad, Panch Mahals, Jamnagar, Kheda, Mahasena; gradually covering 375 walls across 133 towns.
