Ogilvy & Mather Mumbai’s latest television spot involves a gripping three and a half minute prison break scenario for Tata Sky + HD
This campaign from Ogilvy & Mather Mumbai is based on the insight that people these days do not find any time to watch television. Tata Sky+ HD, with its record feature, allows busy people to record their favourite programs and watch them at leisure.
The story revolves around a bunch of foreign convicts imprisoned in an Indian jail. These convicts conspire to escape when they realize 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 watch it in his own time.
The film is an extremely fast paced commercial with Hollywood like production values. The slick shots and camera movement, along with tantalizing music make it an intensely gripping commercial.
Sukesh Kumar Nayak said, “We used a compelling story to demonstrate the fact that the Tata Sky + HD with recording facility is for those people who don’t have time to watch TV. Though the film campaign uses one interesting profession to showcase this point, but the message is applicable to all of us, who are always busy.”
Navin Talreja, President Ogilvy & Mather, Mumbai, said, “This was an interesting problem to solve because the features of Record, Pause and Rewind Live TV had been established yet increasing relevance for the product was an ongoing challenge. The belief is that the user imagery shift from ‘people who don’t want to miss TV’ (something consumers do not want to be associated with) to ‘people who don’t have the time to watch TV’ will legitimize the purchase through positive associations with the brand.”
Kawal Shoor, Planning Head, Ogilvy & Mather, Mumbai added, Tthe more we communicated Tata Sky Plus’ recording feature, the more people said, “I simply don’t get the time to watch TV”. But obviously that’s not true. So we just decided to flip the proposition. Now we want to tell our busy Indian that if you don’t have the time for TV, that’s exactly why you need this.
Sometimes it is wise to not take research on face value, and dig a bit deeper to see what a person is really trying to tell you.”
The TVC was shot with an international cast and crew under the guidance of Vivek Kakkad, director, Curious Films.
Credits – Creatives: Abhijit Avasthi, Sukesh Kumar Nayak. Account Management: Navin Talreja, V R Rajesh, Rahul Chandwani. Account Planning: Kawal Shoor, Anoop Menon.
1 Comment
Good music.
The story is nice but so poorly told from a film point of view.