O&M positions Tata Sky+ as peacemaker in new campaign

Tata Sky has unveiled its latest series of commercials for its personal video recorder (PVR), Tata Sky Plus. The three-TVC campaign, on-air in the run up to the third season of the Indian Premier League, is called 'Cold war'.

Anup Chitnis, executive creative director, O&M said, "The campaign is based on a key behavioural insight – most husbands enjoy watching cricket even at the expense of making their wives miss their favourite TV shows. This leads to a 'cold war' of sorts, where the husband is unaware of the fact that soon his wife will get him to pay the price for his actions."

View the TVCs here

Chitnis added that the campaign brief was to tap upon this insight and pitch Tata Sky+ as a truce to this cold war. "The product proposition was to highlight the fact that now you can record your wife's favourite TV shows while watching cricket," he said.

"The rationale of the campaign is to help husbands watch cricket in peace as they record their wives' TV shows on Tata Sky+. To do so, it uses humourous situations where the wives have taken sweet revenge on their husbands - for making them miss their TV shows while watching cricket."

The campaign has three spots i.e. 'Mixie', 'Burnt Toast' and 'Elevator' apart from print, point of sale materials and other support. The TVCs have been directed by Vivek Kakkad of Curious Films.

Credits
Client: Tata Sky
Product: Tata Sky+
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Creative team: Anup Chitnis, Vivek Kakkad, Nitin Pradhan
Account management team: Navin Talreja, Dharam Valia, Jugal Kathuria
Account planning team: Kawal Shoor, Maulshree Kalothia
Production house: Curious Films
Director: Vivek Kakkad
Media agency: Maxus
Media exposure: TV, digital, print, point-of-sale