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Tata Sky‘s record breaking TVC to go on-air this evening

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MUMBAI: It’s been a pioneer in the DTH broadcasting space. And now Tata Sky has gone in for another first which could well land it in the Limca Book of Records. The DTH operator has rolled out what is being pitched as the longest TV commercial in Indian advertising’s history. With a duration of 210 seconds, the TVC called Prison Break has been shot with the aesthetics of a Hollywood production.

The slick shots and camera movement, along with tantalizing music make it an intensely gripping commercial. Tata Sky’s advertising agency, Ogilvy & Mather worked with Vivek Kakkad, Director- Curious Films to shoot the commercial. The TVC was shot with an international cast and crew in an actual prison in Hungary.

“Advertising is just not about selling stuff but it is also about telling story. The campaign idea was based on the insight that people these days do not find any time to watch television. Tata Sky+ HD, with its recording feature allows busy people to record their favorite programs and watch them at leisure. In other words, it’s ‘For those who don’t have time to watch TV’,” says Tata Sky CMO Vikram Mehra.

In addition to TV channels, on which the TVC is breaking today, the commercial will also be screened in cinemas in a big fashion. Tata Sky officials were wary of revealing the media plan at the time of writing,excepting to say that it will be a "reach-frequency" campaign. It could run four to six weeks, and shorter versions ranging from 20 seconds to 30 seconds to 75 seconds have also been planned. To top this, the 360 degree campaign involves out-of-home activations and also product exhibition where people will get to see the features of the Tata Sky+HD and learn more about it.

Mehra believes that it is the right time to launch such a campaign. “Digitisation is taking place in the 38 cities and people are looking at getting a set-top-box. Here we are telling them to buy Tata Sky+HD because that will also help them record your favorite programmes which they don’t get to watch because of their hectic schedule. Also, in April and May schools will be closing down and IPL is going on so especially in Mumbai and Delhi people will look at buying another TV set. Through this campaign we are also conveying to them that if they are thinking of buying any other STB or updating the current STB, why not Tata Sky+HD which is probably the best option for them?”

The story revolves around a bunch of foreign convicts imprisoned in an Indian jail. These convicts conspire to escape when they realise that a cricket match is being played between India and Pakistan, assuming that the match would keep the Indian guards and the jailer occupied. But when the jailer and his men intercept their escape, the convicts are fumbled by what kind of Indian doesn’t watch such an epic match. That’s when the clincher kicks in – ‘a hard working Indian’, who with Tata Sky+ HD, can record it and watch it at his own time.

The Tata Sky team has taken a big punt on the TV commercial. Production costs according to industry sources are supposed to be amongst the highest put behind a TVC in recent times. Additionally, the air time cost is likely to set back Tata Sky by many a dollar.But it could well end up to be worthwhile for the DTH operator if the subscribers sign up in the metros.

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