Aamir Khan stands tall for Tata Sky's latest OOH campaign

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 27, 2008
Ogilvy Action created life size cutouts of Aamir Khan across Mumbai to advertise Tata Sky +

The & #BANNER1 & # direct to home (DTH) market in India is growing rapidly with five major players - Tata Sky, Dish TV, Airtel Digital TV, Big TV and Sun Direct in the race. Recently, Tata Sky, one of the frontrunners in the DTH business, launched an eye-catching outdoor campaign to promote the new Tata Sky+, which comes with a personalised video recorder (PVR).

PVR allows viewers to pause TV programmes, rewind and even record one channel while watching another. The recording can be done for a maximum of 45 hours on anin built hard disk. The set top box for Tata Sky+ would be different from the existing one. It is priced at Rs. 8,999 with a usage fee of Rs 50 per month.

As part of the OOH campaign, three larger-than-life cutouts of Aamir Khan were placed on streetlight poles -- one in Andheri near Fun Republic cinema, another near Juhu SNDT University and the third at Juhu Chowpatty. The cutout was of Khan's profile with him holding a remote control, thus communicating the viewer's empowerment with the new PVR technology. A billboard mounted on Khan's shoulder read, 'Pause Record Rewind Live TV', which is the selling point of Tata Sky +.

The fabrication cost for each of these large cutouts worked out to approximately Rs 50,000.

Another creative outdoor idea was rooftop branding, where five BEST Star buses were splashed with the Tata Sky + logo.

The outdoor campaign was ideated by O&M and executed by its OOH arm, Ogilvy Action. The campaign commenced on November 6 and ran for two weeks in Mumbai.

Nabendu Bhattacharyya, president, Ogilvy Action explains the rationale behind using rooftop branding. "Mumbai being the city of high-rise buildings, it provides the opportunity of rooftop branding, a relatively unexplored medium in India. Buses ran across Mumbai for two weeks and created buzz around the city."

He adds, "Tata Sky has two offerings. One is the basic package and other is the Tata Sky +, a premium package. The objective of this campaign was to inform consumers about the features of the new Tata Sky +. "

Tata Sky has effectively used outdoor right from its launch in 2006. Vikram Mehra, chief marketing officer, Tata Sky says, "We have used outdoor consistently in a big way. We have done 18 distinct outdoor campaigns since the day of our launch."

About this campaign, he adds, "When a consumer decides to go for a particular package, the only question in his mind is, 'iss mein naya kya hai?' (What's new about this). And Tata Sky + is an apt answer to this demand. The campaign has managed to create a buzz around our latest offering."

This is not the first time a brand has used such an innovation on streetlight poles. In October, afaqs! reported how John Players, along with its outdoor partner, Primesite, put up large cutouts of its brand ambassador, Hrithik Roshan for the launch of its denim range.

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