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Tata Sky launches ‘TV is Good’ campaign for Kids!

Dileep Kumar

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MUMBAI: Tata Sky, the leading DTH player in the country, launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.
The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. Hence one of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message - Television is good!
Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”
Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer. Actually we ourselves learnt so much while shortlisting these knowledge facts for the campaign. That discovery only fueled our conviction that kids can learn so much from TV.”
· Name of the ad agency: Ogilvy & Mather
· Name of the creative director: Abhijit Avasthi
Isko laga daala toh TV jinga lala!
YouTube links to the three TVCs:
Orange -https://www.youtube. ...
Tata Sky launches ‘TV is Good’ campaign for Kids! | Indian Television Dot Com

TelevisionPost:-http://www.televisionpost.com/dth/tata-sky-launches-tv-is-good-campaign-for-kids/
 

Dileep Kumar

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Tata Sky: Watch and learn

In its latest campaign, Tata Sky tells parents that television is a good learning aid for young kids.

DTH player Tata Sky, in its latest campaign 'Ab Bachche Seekhein TV se' (Kids learn with television), is targeting parents with children between ages 6 and 12 years. It is trying to break - what it calls - the myth that television wastes children's time. The ad aims to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children go beyond 'bookish' knowledge.

Executed by Ogilvy & Mather, the three-ad series features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly, the other two ads have two kindergarten girls quizzing the audience on facts about 'rhyming words to orange' or 'how to escape a leopard'. All the three ad films deliver the overarching message - Television is good!

Abhijit Avasthi, national creative director, Ogilvy & Mather, says that for parents, television and education are like 'chalk and cheese' and there is a belief that 'television gets in the way of education'. However, research results are to the contrary. "Parents," he says, "are starting to recognize that there is enough wholesome content on television to supplement their kid's academic learning. This is more so in smaller cities where there are very few avenues to give kids a holistic education. Our campaign features kids flaunting interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer," he says.

Vikram Mehra, chief commercial officer, Tata Sky states "Over the last few years, Tata Sky's pioneering efforts in 'education through television' with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be."

Launched in 2006, Tata Sky is a JV between the Tata Group and 21st Century Fox. The company has invested in state-of-the-art digital infrastructure, partnered with global leaders to provide superior technology and set-up high-end 24x7 call centres across the country manned by multi-lingual customer service associates. The company currently has a presence in 36,000 towns with over 13.5 million connections. Tata Sky: Watch and learn
 

r-k

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Checkout these cute kiddos in Tata Sky’s latest TVC’s:
[video=youtube]https://www.youtube.com/watch?v=A9bErWRuglk [/video]
 
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