OVERVIEW

Tata sky and DTH has come up with its new ‘Family Jingalala’ campaingn featuring Amitabh Bachan. The campaign has been created by Ogilvy & Mather, directed by National Award-winning director Shoojit Sircar, and shows Amitabh Bachchan in seven different attires playing role of seven different family members. Our business goal is to therefore is to make tv viewing activity in every home differently in which every member of family having different taste can watch tv with his required interests.

Objective: what is the goal of the ad or campaign?

The primary objective is to persuade audience to subscribe to Tata Sky as it offers wide world of entertainment and good quality service. They target families and convey their message that every member of family has different taste of watching television and Tata sky offers variety of channels according to every family member.

Target audience: who are we talking to?

We are looking for lower middle to middle class families with less income and more expenditures. Families having normal income with much other expenditures and looking for wide variety of channels with good quality. Main motive of this campaign is to persuade them to subscribe to Tata sky network for wide number of channels to watch.

Advertisement showed a family living in village with help of seven different puppets which targeted audience especially families as they will be attracted towards such service which is cheap and affordable but at the same time offering good quality and wide number of channels.

Focus: what's the most important thing to say or show?

Tata sky network offers a wide variety of channels with good quality for different interest of every family member.

Reasons why: what are the most compelling reasons to believe, to try, to buy?

Wide variety of channels is offered so that every family member can enjoy his or her own taste of watching TV.

Good quality channels are offered which are liked by everyone

It keeps family happy and entertaining which is good for family.

 Schedule: What do we need from the creative team, and when do we need it?

The first step is to create concept boards for an insightful campaign idea for internal review.

Each concept board must include 1) the brand idea, and 2) the promotional offer. Additionally, you must show how the creative concept can work on Facebook, TV / video, print (newspaper, magazines, and direct mail) and a selection of 4 to 6 online ads with landing pages.