Love story to be flag bearer of Tata Sky’s disruptive initiative

MUMBAI: Indian DTH player Tata Sky rattled competitors when it launched the world’s first ‘Daily Recharge’ plan for a meager Rs 8, which gave viewers the choice to enjoy TV on a daily basis.


In order to promote this disruptive concept, Tata Sky introduced a first of its kind ad campaign in association with Ogilvy & Mather, comprising a series of 13 TVCs. The campaign weaved into a love story, showcases the Daily Recharge of Rs 8 as the catalyst, igniting a love interest between two youngsters.


Set in a small town in Kashmir, 13 episodes will slowly unveil how the product works and cleverly amplify the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story. Keeping the thrill to know ‘what happens next?’ alive, each TVC will smoothly highlight how the Daily Recharge enables convenience and value for money. The ad will also aptly shows how Daily Recharge empowers subscribers to be in control of their TV expenses, conveying - Jis din TV dekho sirf uss din ke paise do (You only pay for the day you watch TV).


Speaking to on the campaign insight, Ogilvy & Mather executive creative director Sukesh Nayak says, “We had to make the small towns and rural India fall in love with Daily Recharge - a product that was designed to make DTH accessible and affordable to rural and small towns in India. We launched this product with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage, the campaign evolved over multiple episodes.”


When queried on the reason behind choosing Kashmir as the location for the ad shoot, Nayak says, “We wanted a quaint and beautiful small town setting for a romantic story, and Gulmarg is a place you would fall in love with at first sight.”


Every successful one of a kind campaign tends to start a trend and is copied by others. When queried as to whether he sees this concept becoming a trend, Nayak says, “It is not necessary that the multi-film concept will start trending, as it is the idea that drives an execution like this.”


The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.


All the videos garnered substantial number of views, but an unusual trend has emerged from the campaign. Of all the eight videos released so far on the social media platform, the first has the least views while the last has the most. Talking about the same, Nayak says, “In an episodic campaign, the response peaks as the story unfolds, hence the ascending views on YouTube. We are extremely happy with the response we have got. This campaign pitches a value offering in a very emotional and endearing manner. If we look at the category both the product and campaign have a very innovative approach.” 


The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.

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