Direct-to-Home (DTH) operator Tata Sky last week unveiled its new brand campaign “Iss khidki ko khol dala toh life Jingalala” defining its brand promise. The campaign has been conceptualized and created by Ogilvy India. The campaign’s statement is ‘Tata Sky exists to make tomorrow better than today for family and home’ coupled with the slogan where “Khidki” is the embodiment of entertainment which via Tata Sky provides moments of emotional gratification in the everyday lives of people.
“A set of core beliefs have always guided brand Tata Sky” said Harit Nagpal, MD & CEO, Tata Sky. “Expressing our brand purpose solidifies our intent to continue to add value to people’s lives,” he further added.
“The statement ‘Tata Sky exists to make tomorrow better than today for family and home’ exemplifies the brand’s belief in the emotional power of entertainment which we trust can move, motivate, inspire and help people to enjoy a better life. We believe that this reinforces the brand’s focus in simplifying content access, discovery and consumption in newer and more delightful ways that lead to betterment in customer’s lives”, explained Anurag Kumar, Chief Communications Officer, Tata Sky.
Talking about the new campaign which has been conceived by Ogilvy India, Anurag Kumar, Chief Communications Officer, Tata Sky further said, “Over the years, the word Jingalala has become synonymous with Tata Sky and the TV viewing experience. Through our slice-of-life TVC, we capture how the screen powered by Tata Sky can be, as we believe, a positive emotional force, bettering the lives of people, reinforcing our commitment to Jingalala-ness.”
Tata Sky’s new campaign is being communicated through multiple media channels across languages such as Hindi, Marathi, Telugu, Tamil, Kannada, Malayalam, Bengali, and Odia. Tata Sky takes its viewers through the lives of families and individuals at home through the point of view as TV as they celebrate, what appear to be moments of togetherness, learning, camadarie, and happiness through the TVC.
On social media, Tata Sky is driving engagement through #HarGharKiKhidki campaign highlighting the candid and unfiltered emotions of the audience through the lens of Tata Sky.
