‘Family Jingalala’ targets 85% people in the non-metros: Malay Dikshit

On the eve of the festive season, Tata Sky has rolled out its latest ‘Family Jingalala’ campaign with Amitabh Bachchan. The campaign, directed by National Award-winning director Shoojit Sircar, showcases Bachchan in seven unique avatars. The campaign went on air from September 24, 2016.

The campaign sees Bachchan playing the role of a showman in an unconventional bohemian look, (himself) singing the story of a regular family. He reveals how all their needs can be met by subscribing to Tata Sky.

Elaborating on the campaign, Malay Dikshit, Chief Communications Officer, Tata Sky, said, “TV viewing is a family activity. TV forms the most important source of entertainment for the entire family. But they have gotten used to the stale and inferior entertainment on offer just because it is cheap or free. The idea is to show what a wide world of entertainment and good quality service awaits them if they subscribe to Tata Sky.”

He further said, “Family Jingalala targets 85 per cent of the country’s population that lives outside the metros. To cut across all age and socio-income groups, there could have been nobody better than the best entertainer in India, Mr Bachchan, to bring this vision to life.”

‘Family Jingalala’ tells the story of a regular family, where each member has vastly different entertainment and content needs. Bachchan explains how these can be met through Tata Sky, highlighting the expansive breadth of the brand’s offerings and its significance in a family’s everyday life.

Watch the ad:
https://www.youtube.com/watch?v=VHL_3_Q2m04

The high-decibel TV campaign will be supported by an integrated marketing campaign, including hoardings, bus backs, wall paintings, bill backs and cinema halls, apart from television ads. Tata Sky is also rolling out five language versions of the campaign by October 4 in Marathi, Bengali, Kannada, Telugu and Tamil.

Adgully caught up with Malay Dikshit at the campaign launch event to know more about the new communication strategy, growing the Tata Sky brand, increasing consumer engagement initiatives and more. Excerpts:

What is so unique about Tata Sky’s latest campaign vis-a-vis the earlier campaigns?
Let me start with the genesis of the campaign so that it becomes easy to link it with why we think this campaign is unique and what it will really do for us. 85 per cent of TV viewing is happening outside of the big towns. 50 per cent of our business is coming from outside of the big towns or the small towns and we want to take this a notch higher. About 92 per cent of TV viewing as such is entertainment, whether it is general entertainment movies, kids shows, etc. Entertainment through TV is the only source of being entertained in towns outside of the metros. And when it came to delivering the message on entertainment across socio-economic classes, across geographies and across members of the family, the unanimous choice for us and our agency, Ogilvy and Mather, was Amitabh Bachchan.

The other angle to this genesis was that we were seeing different members of the family having different entertainment choices – there are different programmes that would they like to see, but usually they had to compromise on that just because there were other options such as cable or free-to-air. We asked ourselves where we featured in this kind of a scenario, and we realised that we have got a plethora of channels, we have got all the entertainment options, high-quality shows, great services – in fact, we have got so much relevant stuff for all the members of the family. And that belief was our strong differentiator.

The single line brief to the agency was how do we bring these plethora of choices in entertainment, high quality shows and good service to life so that this consumer, who is outside of the big towns, falls in love with us and regards us as returning higher value to his life and eventually subscribes to us. O&M came up with this wonderful idea of representing a family through puppets, with each one of them resembling Amitabh Bachchan and he being the ‘sutradhar’. So, that’s the long story of how we arrived at this campaign idea.

How distinctive will this campaign be? It is based on our unique insight on how people often overlook or get used to the fact that it is okay to have sub-optimal entertainment, even though family wishes for high-quality stuff, personalised entertainment, and lots of choices within what they like. But people have grown comfortable in those areas for options that are inferior. That’s why we decided to create this campaign to highlight our plethora of channels in a unique story-telling way, with production values that really do wonders in helping create a brand people love and finally, conversion.

Please tell us about the progression from ‘Life Jingalala’ to ‘Family Jingalala’.
Following our research, we realised that ‘Life Jingalala’ was auto-complete. We have this big asset and property in our message, ‘Isko Laga Dala Toh Life Jingalala’. Through the years, we have consistently developed an asset which we could imply very well in absolute short hand. With our latest campaign related to family and family entertainment, we tweaked the basic message to fit that and have mentioned ‘Family Jingalala’ and ‘Pyaar Jingalala’ instead of ‘Life Jingalala’. We will keep playing with this line – ‘Isko Laga Dala Toh Life Jingalala’ – as it is a big asset for us and modify it from time to time to suit the campaign brief. For this campaign, this one fitted like a glove, we have just used an asset that we have.

There are various figures floating on the budget allocated for this campaign...
What media has is an irrelevant figure. What is important is how many people we have reached through this campaign and how many people we intend to reach. The consumer is not going to engage with the X amount of money that we would spend.

What is Tata Sky’s current subscriber base?
We currently have about 15 million connections and we are growing much faster than anybody in the DTH sector at the moment.

How have the value-added services helped in the growth of Tata Sky?
These value-added services are across a huge spectrum. There are 15-odd interactive services, each catering to different audience sets. For instance, at the kids’ level we have Vedic Maths and Classroom, which caters to education. We have Fitness for the health-conscious. Then there is Fun Learn, Active Darshan, Devotion, Music, among many others. Then we have the +1 service for our HD subscribers, which is a premium offering and meant for people who lead busy lives and don’t have the time for appointment viewing of their favourite shows. +1 lets them record their favourite shows and watch them later at leisure. It has actually increased the viewership of the favourite programmes.

How do you plan to keep Brand Tata Sky fresh in the minds of consumers?
Top of mind comes through not just one particular activity; sometimes you need a push to stay on top of mind through a particular campaign. Largely, top of mind comes through great service. And then there are periodically the right communication messages – heart-warming, inviting, lovable campaigns that help in top of mind recall. But it is basically about the benefit that you are offering. Take for example the campaign for our Rs 8 daily recharge card. It is a functional product, but the campaign narrates the story of two teenagers and how the recharge card becomes the context for the love story to proceed. Using an interesting story to tell people about the offer is by far the best thing that has happened to Tata Sky in this category. Now take the Kangana Ranaut or Mahesh Babu campaigns. They are more hard-hitting, impactful, and much more quirky, while conveying a simple message – if you want a connection, then call this number. That’s another way of doing top of mind, where you are a bit quirky, a bit hard-selling and you are memorable. In our latest campaign, we have used a catchy song, which I am sure people will want to hum along. So, making communication that is memorable and making your offering superior from the rest of the market – these are the two things that keep your brand top-of-mind.

Campaign credits:
Brand: Tata Sky
Creative agency: Ogilvy & Mather
Creative director: Sukesh Nayak
Production House: Rising Sun
Director: Shoojit Sircar