Report on Shemaroo

What Tata Sky's ‘Khidki’ is all about

The campaign has a 360 degree approach, but more skewed towards TV

KOLKATA: Despite the emergence of varied new-age devices to consume content, Indian viewers are still connected to television sets. Drawing upon this fact, leading DTH player Tata Sky has unveiled a new campaign that shows different shades of consumers’ emotions if the screens were looking at them. The new campaign with the slogan ‘Iss khidki ko khol dala toh life Jingalala’ is more skewed to TV as it is best shown in the full-film format.

The idea stemmed from Tata Sky’s new brand purpose – ‘Tata Sky exists to make tomorrow better than today for family and home’, shared Tata Sky chief communications officer Anurag Kumar.

“The purpose statement we recently arrived at looking back at what we believe has made us successful and preferred with customers and we realised that in many ways at our best we enhanced the life of people and we actually continue to give them a better experience over a period of time,” Kumar said.

“What we wanted to do after we arrived at the purpose statement was to really find a way of a consumer-facing piece of communication, advertising which we could take to the market. We wanted to build a story that was very simple, humane and emotional. We have our creative partner Ogilvy India who actually worked on making this whole idea - what if we give a perspective of the screen on the TV, powered by Tata Sky, looking back at the people who are enjoying the content of the entertainment; and that idea was called Khidki,” he detailed.

The company has taken a 360-degree media approach for the campaign. While it is already live on TV, Tata Sky is advertising on all major genres except sports such as GECs, movies, news, music, as well as major regional movies and general entertainment channels.

The DTH operator is also looking at the digital medium to create more engagement through various initiatives, onboarding influencers being one among those. It will get influencers to upload their own videos on Instagram Reels where they have similar moments in front of the screen when they are consuming content with families, or alone. They can attach the song from the TVC to their reels too. Later, Tata Sky will also invite entries from the public on large. Although the company will initiate activities on print and outdoor, the strategy has not been finalised yet. 

However, it will not partner with any show on TV or web for in-program branding, though it has always looked for tie-ups with marquee properties. For instance, Zee TV has launched a new music show, the Indian Pro Music League, where Tata Sky has bought slots.

“The way we are looking at it, we believe people will warm up to the idea of getting a Tata Sky connection at home as a result of two types of communication we will deliver to them. One tends to be a little more thematic, emotional like the Khidki campaign, which attempts to bring a feel-good factor,” Kumar noted.

On the other hand, specific types of campaigns that are technically local in nature and share details on products, features, prices of products, will help consumers to make a decision on what is the right fit for them. Recently, the brand unveiled a hyperlocal campaign for customers in West Bengal, Kerala, Punjab. Kumar said that the combination of an emotional message is more towards building brand liking, while local campaigns detailing product features will help onboard subscribers.

“The starting point for this campaign was the purpose we wrote for Tata Sky. It is really about committing to that purpose and we believe it will keep helping us to look at the past and also help us in future to keep offering better things for customers and enable them to prefer Tata Sky,” he summed up.

Latest Reads
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital
'Enormous opportunity': Brands upbeat about TV advertising in 2021

MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required