Mumbai: Tata Sky, the fastest growing brand in the DTH industry and a pioneer of innovative services, has rolled out its latest ‘Family Jingalala’ campaign with brand ambassador Amitabh Bachchan. The campaign directed by National Award-winning director ShoojitSircar, starring silver screen icon, Amitabh Bachchan in seven unique avatars will be aired on September 24th, 2016.
‘Family Jingalala’, the campaign tells the story of a regular family where each member has vastly different entertainment and content needs. Amitabh Bachchan explains how these can be met through Tata Sky, highlighting the expansive breadth of the brand’s offerings and its significance in a family’s everyday life.
The campaign sees Mr. Bachchan playing the role of a showman in an unconventional bohemian look, (himself) singing the story of a regular family. He reveals how all their needs can be met by subscribing to Tata Sky – the best DTH connection for a varied range of entertainment. Each puppet was worked upon extensively by a specialised team from Czech to make him or her look like Mr. Bachchan.
Malay Dikshit – Tata Sky, Chief Communications Officer: People do really want good entertainment in their house. TV forms the most important source of entertainment for the entire family. But they have gotten used to the stale and inferior entertainment on offer just because it is 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. O&M presented us with a heartwarming story of a family of seven puppets, each in love with their TV shows. There could have been nobody better than Mr. Bachchan to bring this vision to life.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy& Mather: There is no other entertainer like MrBachchan. And when there are 7 of them in never seen before roles, telling you a very entertaining story, then 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 outdoor and cinema halls. Tata Sky is also rolling out five language versions of the campaign by 4th October in Marathi, Bengali, Kannada, Telugu and Tamil.
The 7 Avatars of Amitabh Bachchan in the Tata Sky Family Jingalala campaign:
Creative Agency: Ogilvy & Mather
Executive Creative Director, Ogilvy & Mather: Sukesh Kumar Nayak
Production House: Rising Sun