Now SOL with Tata Sky karaoke

21 Mar,2014

By a correspondent


Having added another first to its name by launching a video-based karaoke service, DTH player Tata Sky has unveiled a series of ad campaigns explaining the concept of the newly launched service. Tata Sky’s karaoke service captures audience’s attention immediately with people singing out loudly off-beat songs. The service seeks to offer subscribers a world of options for singing and entertainment within their homes.


While one of the ad films demonstrates a bunch of youngsters parting in their room, the other ad film demonstrates the whole family having some fun with karaoke singing. The ads showcase people from different age groups and different situations enjoying singing with Tata Sky karaoke. The message of ‘You don’t have to be a great singer to have fun, at least the lyrics will be right with Tata Sky Karaoke’ (Kum se kum lyrics toh sahi honge) is humorously scripted in both the ads. The ads capture the key features of Karaoke with identifiable situations of lives, bringing a smile to our face inevitably.


Vikram Mehra

Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The love for singing and dancing is epitomized by Bollywood movies. Karaoke may be a new activity for a large part of India, but singing as an entertaining and collective activity was never an alien concept. Be it a family function or a night out with friends, singing our favorite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalizing on this sentiment, the Karaoke ads capture the simplicity of tuning into the service any time of the day for non-stop entertainment.”



Abhijit Avasthi

Abhijit Avasthi, creative director, Ogilvy & Mather film stated, “Karaoke had to be pitched as a social activity in the realm of enjoyment. While the product was revolutionary we wanted people to see it as on obvious relevant product which seamlessly fits into, rather enhances an already existing moment in their life. Essentially, all we had to do was to let people know the key features of Karaoke that will make fun moments over singing, even more fun.”


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