Spreading the joy during the holiday season, Tata Sky rolled out its new Maharashtra-focused campaign with actor Nana Patekar. The Slice of Life commercials conceptualized by Ogilvy India took an interesting pun on a very familiar Marathi phrase – Ugich Kashaala.
âThe campaign featuring Nana Patekar highlights the benefits of a Tata Sky connection, such as the very affordable Amcha pack which offers drama, movies, kids, news and sports for just Rs. 238 per month ; the mobile application which offers the convenience of watching live TV channels simultaneously on two mobile screens anytime and anywhere with no additional monthly fees, and the ability to easily add and remove channels, also using the mobile app, âthe company said.
Set in a middle-class housing corporation, the commercials feature Nana Patekar in his signature avatar as he is seen talking to each other about the benefits of his new Tata Sky connection in response to people’s question about “Tata Sky Ugich Kashaala “. In her branded style, Nana Patekar explains the affordability of the Amcha pack even though it contains channels of all genres. He talks about how easy it is to add and remove channels to meet the content demands of all family members when needed, like during kids’ reviews or when visitors come. It further emphasizes the convenience of simultaneously watching live TV on the Tata Sky mobile app with the TV, instead of the endless struggle for the TV remote control. Reflecting the daily struggles of a family, the campaign addresses common issues of household viewers and clearly communicates the solution that comes with a Tata Sky connection, delivered with the regional flavor of the Marathi language.
Commenting on the campaign, Anurag Kumar, Communications Director of Tata Sky, said, âWith our new Maharashtra focused campaign, we are not only highlighting the distinct advantages of Tata Sky, but we are also playing on one of the slogans most popular regional, namely Ugich Kashaala. , to communicate that instead of unnecessarily postponing the decision, it is time for you to get a Tata Sky connection.
Speaking on the campaign, Sukesh Nayak, Creative Director of Ogilvy India, said: âThis campaign is a great demonstration of how a culturally rooted idea can be created to solve a business problem. We have Nana Patekar as the company’s favorite âAnnaâ for berating people in her trademark style for asking Ugach Kashala Tata Sky? “
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