By Tricitynews Reporter
Chandigarh
31st July:- With the critical fourth phase of
digitization underway in Punjab, Tata Sky, India's leading content distribution
platform providing Pay TV and OTT services, has rolled out its latest ‘One
Rupee Change’ campaign. The 360-degree campaign featuring Amitabh Bachchan
aims to encourage consumers to make the right switch from analog cable to Tata
Sky, with the help of the latestDhamaka 199 Pack. These unique packs
loaded with over 220 channels and services, includes the best of
entertainment across genres, priced at Rs. 199/-.
This campaign would be targeting over
2.74 million TV households in 77 sub-districts in Punjab as per the MIB report
on DAS IV. In way that is quintessentially Tata Sky, the campaign,
directed by national award-winning director Shoojit Sircar, has legend Amitabh
Bachchan portraying a grumpy yet
loveable shop owner – ‘Uncle ji’ whose life has turned upside down because of
the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces
him to keep stocking one rupee coins as change to give back to the customer.
Malay
Dikshit, Tata Sky’s Chief Communications Officer said
that its
second nature for us Indians to be exact about the value for what we buy. The
simple and humorous communication in this campaign makes use of this peculiar behavior
and lands the price, the pack details and value for money messaging all
in a few seconds. Through this campaign we are looking at targeting
70 mn cable TV households across the country.
Sukesh
Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West
(India) said that to sell Tata Sky’s most popular and
extremely competitive value pack, priced at just 199, we decided to play on the
fun side of the struggle that a shopkeeper has to go through, when he has to
return the change for such a popular pack.
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