Tata Sky unveils engaging ‘Dhamaka Rupee’ campaign

24 Jul,2017

By A Correspondent


With the critical fourth phase of digitisation underway, DTH major Tata Skyrolled out its latest ‘Dhamaka Rupee’ campaign. The 360-degree campaign features Nayanthara for the southern markets and Amitabh Bachchan across other markets in India. The campaign aims to encourage consumers to make the right switch from analogue cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states).


The campaign, directed by award-winning director Shoojit Sircar, has superstar Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ 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. Meanwhile, in a small village in southern India, the affable Meenakshi, essayed by Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.


Said Malay Dikshit, Tata Sky’s Chief Communications Officer: “It’s 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 behaviour 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.”


Added Sukesh Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West: “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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