Taking forward the 'Jingalala' fest, DTH player Tata Sky has now broken a three-film campaign, crafted by Ogilvy India, with the tagline 'Poochne mein kya jata hai?'
The Hindi phrase, Poochne mein kya jata hai', often used in local parlance, has deliberately been used, in the hope that consumers will relate to it and consequently muster up the courage to go ahead and ask questions about the brand's offers.
The communication builds the magnitude of this question by humorously putting forth an analogy through three TVCs. Each film spells out a situation in which the two male protagonists (Sonu and Cookie) benefit because they go ahead and boldly ask questions in potentially risky situations. Each film ends with a VO (voice over) saying, "Pooch dala toh life jingalala."
In this manner, the brand highlights offerings such as its subscription packages, with two to 12 months free, a value pack that is under Rs 200, and a discount for the second Tata Sky connection in a single home.
Speaking about the current tactical communication, Abhijit Avasthi, national creative director, Ogilvy India, states, "Product-related offerings have always been the centre of Tata Sky's communication. However, this campaign is the first ever service/value proposition from the brand."
Avasthi claims that the brand, being an aspirational one, is perceived by many as one that is premium and 'out-of-reach'; thus many consumers tend to be too hesitant to ask for details. This campaign, he explains, addresses this perception.
Regarding Tata Sky's shift away from education, at least on the advertising front, Parthiban says, "While education seemed to be the calling card for the brand at one point, I recall humour being the executional cornerstone even then. I think this campaign is not only a logical creative progression for the brand, but it also very efficiently serves to drive home product messages in a memorable way."
Amongst other elements of the campaign, Parthiban loves the strategic use of the supposed foreign locales and contexts, the casting, screenplay and dialogues.
For Rajdeepak Das, executive creative director, BBDO India, the education factor is still very much present for the brand. "The campaign reminds people not to forget their 'great Indian bargaining skills'," he explains. "Due to modern retail, people are losing their power to bargain. This is scary for the domestic economy. And now, people will get those golden words back -- "Iske saath free kya hai?" says Das.
Does he see this stance working for the brand?
"Today, I saw an old man carrying a Tata Sky package in a taxi with an LED TV on the taxi roof; he must have asked the right questions!" Das responds with candour.