In a highly competitive DTH service arena, where every day there is something new coming up and each service provider has his or her own Unique Selling Proposition, Tata Sky off late has been facing problems claim reports. This season however the DTH giant has comeup with a campaign which features none other than Amitabh Bachchan. The Shahanshah of Bollywood plays a Bohemian in this ad series and is shown in seven different avatars.
Family Jingalala targets 85% of country’s population that lives outside the metros. The focus group is all age & socio-income groups.
With puppetry having a strong connect, Tata Sky, joined hands with Ogilvy & Mather, along with Hindi film actor and superstar Amitabh Bachchan, to create a never-seen-before TV campaign.
Produced by the production house Rising Sun and directed by ace film director, Shoojit Sircar, the two-minute long film tells the story of a family where each member has entirely different entertainment and content tastes, needs, and preferences.
Bachchan dons seven Bohemian, puppet-inspired avatars, those of the showman and narrator Rapper Thakur, Thakur’s wife, son, daughter-in-law, and two grandsons.
Rapper Thakur is fast catching up among all ages.
According to Tata Sky it is a high-decibel TV campaign which will be supported by an integrated marketing campaign including hoardings, bus backs, wall paintings, bill backs and cinema halls apart from television ads. Five language versions of the campaign are being rolled out in Marathi, Bengali, Kannada, Telugu and Tamil.
Fresh from his Pink success, Bachchan is attracting a lot of eyeballs after he had earlier played a sweet role when Tata Sky turned 10. The ad campaign billed as the latest Family Jingalala campaign started late September. Idea is to tell people that Tata Sky has a plethora of options available to choose from at affordable rates.
Bachchan has always experimented with looks and be it a Paa, Wazir, his famous Mere Angne Mein act, Shehenshah or the recent Piku he has gelled well each time.
According to Deepak Singh, chief creative officer, The Social Street who was approached by the media he said this is a bold step where Tata Sky has taken a very different stance and Bachchan’s presence will anyway add to the buzz.
This is not the first time that Bachchan plays the face of Tata Sky, Bachchan was part of the 10year anniversary for Tata Sky as well.
Insiders tell noted Brand watcher Brand Equity that Brand Tata Sky at this juncture is fighting to keep the brand fresh in the market in a highly commoditised atmosphere. With over 12 million subscribers and a rapid evolution, Tata Sky has had some classy campaigns in the past decade including Poochne Mey Kya Jaata Hai, Pyaar Jingalala, its Prison Break three and-a-half-minute commercial for HD and Aamir Khan essaying different roles as Sardar and Babloo.
While we watch Bachchan senior for the sheer love of the man, Tata Sky couldn’t have found a more apt face for this crucial campaign after all Woh Maseeha Jise Log Shehenshah Kehte Hain Woh Bachchan Hi to hai.