Mumbai: With the critical fourth phase of digitization underway, Tata Sky has rolled out its latest ‘Dhamaka Rupee’ campaign. The 360-degree campaign features Nayanthara for the Southern markets and Amitabh Bachchan across other markets in India. The campaign aims to encourage consumers to make the right switch from analog cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states). These unique packs loaded with over 220 channels and services, includes the best of entertainment across genres.
In way that is quintessentially Tata Sky, the campaign, directed by national award-winning director Shoojit Sircar, has legend Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ whose life has turned upside down because of the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces him to keep stocking one rupee coins as change to give back to the customer. Meanwhile in a small village in southern India, the affable Meenakshi, essayed by superstar Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.
Malay Dikshit, Tata Sky’s Chief Communications Officer said, “It’s second nature for us Indians to be exact about the value for what we buy. The simple and humorous communication in this campaign makes use of this peculiar behaviour and lands the price, the pack details and value for money messaging – all in a few seconds. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”
Sukesh Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West (India) said, “To sell Tata Sky’s most popular and extremely competitive value pack, priced at just 199, we decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack.”
Right from the ‘Phone Ghumao’ campaign in 2013 to the Missed Call campaign in 2015, Tata Sky has always looked to generate awareness about the merits of digitization in rural markets and on the simplicity to get a set-top box. The current 360-degree integrated campaign comprises of 2 lead films with 3 smaller duration films each that talk about how Tata Sky offers the best of entertainment at the best price possible as compared to conventional analog connections. The campaign will be rolled out in multiple languages that include Hindi, Marathi, Oriya, Bengali, Kannada, Telugu, Malayalam and Tamil.
Shoojit Sircar – Director, Rising Sun Films
Agency Credit List:
Sukesh Nayak – Chief Creative Officer
VR Rajesh – Executive Vice President, Account Management
Jaikishan Menon – Vice President, Account Management
Prem Narayan – Planning Head, Mumbai