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What Tata Sky's ‘Khidki’ is all about

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

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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.

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