DTH

Tata Sky promotes Karaoke service

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MUMBAI: Tata Sky had recently announced a new service to its customers- a karaoke service at home! Now, it has come up with an ad campaign to promote its new innovation.

The direct to home (DTH) player has come up with a series of advertisements promoting the service. Of these, one film demonstrates a group of youngsters partying in their room and another shows a family having fun while singing songs on Karaoke. The ad ends with its tagline ‘Kum se kum lyrics toh sahi honge’ (at least the lyrics will be right).

Tata Sky chief commercial officer Vikram Mehra said, “The love for singing and dancing is epitomized by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalising on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”

The concept has been created by agency Ogilvy & Mather(O&M). The professionals who have worked on it include national creative director Abhijit Avasthi and group creative director Sukesh Nayak under production house Curious Films.

Says Avasthi: “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary we wanted people to see it as on obvious relevant product which seamlessly fits into, rather enhances an already existing moment in their life.  Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singing, even more fun.”

Karaoke is available with an HD + set top box. A mic along with 12 month subscription will cost Rs 1990. One album will always be free to sample while new songs will be regularly added. 

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