With an objective to liberate customers from their current confusions, Tata Sky, India’s leading content distribution platform launched its latest campaign, ‘No Compromise’ to explain why it is necessary to choose Tata Sky to fit an individual’s budget and content needs. Featuring Gajraj Rao, the campaign highlights the core message of ‘No Compromise’ on entertainment needs via tailor-made Packs and Instant Pack Modifications available on Tata Sky.
Gajraj Rao clearly the show-stealer of 2018 will star in 3 Tata Sky ad films helping the customers understand why there is no reason or ‘Rishtedaari’ (relation) that should make one compromise between their content of choice and budget. The campaign urges customers to make that all important and long impending move to Tata Sky. At a time when change is inevitable and mostly seems painful, Tata Sky assures that its high-end technology will provide answers to all the consumers needs.
Through this campaign, Tata Sky addresses the change brought about by the current pricing regime and offers assurances of never letting any customer compromise between either content or budget.
The ad campaign delights with Gajraj Rao playing the adamant husband & son-in-law unwilling to change with time., leading to unhappy family members. A smile is rest assured, as you relate to these day-to-day scenarios from our lives.
Film 1: The first ad film opens inside a local shop, where the conversation between the father-in-law and son-in-law (played by Gajraj Rao) is around why the same set of channels are now costing more. Since the son-in-law doesn’t budge on his argument, the father-in-law ends up finding Tata Sky as the solution to his problems. But since the ‘rishtedaari’ must be maintained he reluctantly has to step back and compromise on his choice of packs fitting his budget.
Film 2: In the second film, the wife tells her husband, (played by Gajraj Rao) she is unable to watch her favourite shows, as the desired channels are unavailable in their selected pack. When her husband dismisses her plea, she tries calling Tata Sky for a switch. But is unable to complete her selection as she feels conflicted about straining her ‘Rishtedaari’ with her husband thereby compromising on her choice of channels.
Film 3: The brother-in-law – Saleji, asks his Jijo (Gajraj Rao), if he can add his favorite sports channel for just a few days. But his Jiju refuses saying it’s not possible to add or drop channels whenever he asks. Saleji decides to book a Tata Sky connection online. Precisely then he remembers his ‘Rishtedaari’ with his sister and Jijo and compromises on his choice to add or drop his desired channels as he wishes.
Anurag Kumar, Chief Communications Officer, Tata Sky said, “Tata Sky remains committed to providing subscribers with quality entertainment using easy and simple steps. The ‘No Compromise’ campaign captures the pain that TV viewers across the country are facing today for something as critical as their daily dose of content viewing. Tata Sky is here to resolve the same. With Gajraj Rao’s immense popularity and Ogilvy & Mather’s creativity put to test we are glad we could deliver a campaign that addresses this pain in a humorous yet relatable manner.”
Speaking on the new campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy Mather said, “A compromise in relationships is inevitable. This campaign humorously depicts the compromise one must make in relationships. Luckily for majority of customers out there, who are un related parties, they can just switch to Tata Sky and watch their entertainment with #NoSamjhauta.”
With an aim to connect with the viewers and address all relevant concerns, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs. To further build awareness and connect with people across the country, Tata Sky has created the advertisement in 8 different languages which includes Hindi, Marathi, Bengali, Odia, Kannada, Telegu, Malyalam and Tamil.