This is effective advertising. Tata Sky launched its new tv commercial featuring Aamir Khan in a Punjabi speaking ardhanarishawar (half man half woman) avataar.
You have a bollywoodish first night scene where the bride and groom (Aamir khan half dressed as man half as woman) are arguing over which TV connection should they get. Bride says, “I am leaving you if you don’t get me satellite tv connection from Sky, Sky has world’s best technology.” The groom said, “No this is India, Tata is India’s topmost reliable company so we’ll have connection from TATA.” After a bit of argument it is revealed TATA and SKY is already married and therefor promises to give us the best of both world. [See on Youtube]
The commercial aims at explaining the strength of the brand ‘TATA Sky’. ‘Tata Sky’ is a 80:20 joint venture between Tata Sons and BSkyB, a Rupert Murdoch company. With this joint venture TATA Sky offers you world class technology of UK based company Sky and long standing trust and integrity of the Tata group.
I am surprised they didn’t think of explaining the origin of this brand earlier. For one, I didn’t know about this joint venture and simply thought the word ‘sky’ is to denote satellite TV. I also thought their earlier ad campaign with the punchline “isko laga dala to life jingalala” was pretty lame in comparison to Dish TVs “thoda aur wish karo, dish karo”.
But this present ad instantly makes you believe in the brand. The message is delivered in a style which is simple and honest. I don’t understand much about branding but I think it always helps to connect if you explain where the brand is coming from. A new product in the market, no matter how flashy the name is or how extravagant the ad campaign is I wouldn’t be convinced who are the people behind the brand. In that sense this present ad gets a thumbs up on all counts.
You have the Aamir Khan who is not just perfection personified but who also stands for trust and integrity. Speaking of Aamir as their brand ambassador, Mr. Vikram Kaushik, CEO & Managing Director, Tata Sky Ltd. said, “Aamir makes a perfect fit with the Tata Sky brand values of trust, high-quality entertainment and innovation”
Aamir looks funny and perfect in his make up as a woman. The domestic scene is also very believable. It doesn’t has unnecessary frills, no loud jingles. Just the message.
The ad is produced by Aamir Khan Productions and Conceptualised and created by advertising agency Rediffusion DY&R.
A comparison with Dish TV ad campaigns is inevitable since the two Bollywood giants are on either side. Shah Rukh Khan is the brand ambassador for Dish TV. After the series of Coke and Pepsi ads here’s hoping this is going to be yet another interesting rivalry where each team churns out more and more creative ideas. While the audience enjoys the best of all world :)
More readings:
Tata Sky Press Room
Business Standard
Dr Sanjukta Basu 
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