Campaign: Daily Dillagi
Brand: Tata Sky
Company : Tata Sky
Agency: Ogilvy & Mather
The Tata Sky Ad
The 13 daily ads, run in the form of episodes, together tell the love story of two young people in a snow-covered town in Kashmir. The series commences with a young man (Mannu) who is forced to attend to his father’s kirana shop. His life changes when a pretty young girl (Neelu) comes looking for a Tata Sky Daily Recharge voucher. With each episode, the story progresses as the two take hesitant steps towards their blossoming love. Each ad ends with the message: Jis din TV dekho sirf us din ke paise do! By the 13th episode, the two have hit it off and the super reinforces it with the voice-over saying: Daily milenge toh pyaar toh hoga hi.
Our Take
If there can be shampoo sachets for a single wash, why can’t there be daily recharge vouchers for your DTH connection? It is on this premise that DTH operator Tata Sky has launched its new service offering – the daily recharge voucher for R8. For DTH subscribers who pay a lump sum monthly charge, but are unable to view TV on a daily basis, the voucher empowers subscribers to pay only for the days they watched TV. While the ad may be directed towards rural consumers with limited disposable income, it reinforces the pay per view logic. And for this disruptive offering, it chose the Indian Premier League (IPL) platform, which gave it a daily format to showcase the product. As Malay Dikshit, chief communications officer, Tata Sky, says, “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign.”
Each ad, rather episode, slowly unravels how the product works and cleverly amplifies the benefits of Tata Sky’s Daily Recharge. Mannu’s tactfulness while asking for Neelu’s number and Neelu’s inability to visit the shop to buy the daily recharge voucher because of a power outage or her sister’s exams subtly communicates the convenience and ease of using Tata Sky’s ‘Daily Recharge’ plan. With enough twist and turns that would give any Bollywood boy-meets-girl story a run for its money, the mini-movie is a delight to watch. The way Mannu cries out “Neelu” as she runs off on seeing him with another girl reminds you of those ‘70s style movies. There is even a “Chotu” to play cupid. “To be continued” isn’t new to the ad world, but not many have created enough curiosity among people to wait to see what happens next. Ogilvy has done that. There was a time when we watched the IPL to see what the Zoozoos, Ogilvy’s creations for Vodafone, would be doing the next day. This IPL, there were many who were watching the 8pm IPL matches daily to see whether Mannu had finally been able to get his lady love.
Even as the love story unfolded on television screens, Tata Sky had an interactive campaign running online where viewers were invited to submit their ideas on how the two protagonists should react. The boy and the girl updated their social profile on a daily basis as the story unfolded, thus offering viewers an opportunity to take the love story forward through an immersive digital experience.
What stands out is the direct connect between the “daily” nature of the product and the episodic nature of the campaign. But that was a deliberate act to buttress the “daily” feature of the product, says Sukesh Nayak, group creative director, Ogilvy & Mather. “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television.” So instead of taking the standard 30-second route, it chose the daily format, thus subtly nudging the viewer towards a behavioural shift when it comes to accessing DTH. The brand promise of ‘Daily milenge toh pyaar toh hoga hi’ thus was a simple expression to stay connected with the viewers on a daily basis with the offering.
Today, when TVCs are high on emotions, many make the mistake of giving the brand’s philosophy a go-by. But with the Tata Sky ads, one tends to not only remember the love story, but the ‘daily recharge’ message as well.
—Meghna Sharma
RATINGS **** 1/2
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