Tata Sky converts 2 Crore homes into cinema halls

India has been in a lockdown for almost 6 months and so have our cinema halls. Gone are the days of advance bookings, the novelty of a first day first show, or the excitement to reach on time and not miss a second of the film. The pandemic has made us wary about crowded spaces and cinema halls are the last place we would like to enter.

Tata Sky partnered with ZeePlex and enabled its 2 crore subscriber base to convert their homes into cinema halls. Tata Sky has  brought back the ritual of booking movie tickets in advance, choosing a date & time for the film and watching new movie releases straight to their TV sets in their homes.  That too without any ad breaks.

In its quintessential avatar Tata Sky announced this service with a blockbuster campaign conceptualised by Ogilvy Mumbai. 

Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Many of the cinema halls in India are actually common names of people - like Anupam, Priya , Sapna etc. And now with the latest movies releasing directly in homes of the common people across India, we decided to declare these cinema halls, houseful again."

Anurag Kumar, Chief Communications Officer of Tata Sky: “The pay per view model will only gain momentum in these times of social distancing. Hence positioning the service as enabling every Tata Sky home to become a cinema hall and enable our subscribers to watch the First Day First Show of new movies was a creative take we really liked, when the Ogilvy team came up with the idea. The rest of the magic was created in the execution.” 

Client: Tata Sky 

Anurag Kumar – Chief Communications Officer  

Aditya Shah – Vice President & Head – Digital Marketing, OTT, UI, UX, & Brand Communications 

Mansi Prasad – AGM Subscriber Marketing 

Shradha Nair – Manager Brand Marketing 

Agency: Ogilvy & Mather 

Creative 

Sukesh Nayak – Chief creative Officer  

Nishant Pratap – Group Creative Director (Copy) 

Pratheeb R – Group Creative Director (Art) 

Chhavi Saini – Creative Director (Copy) 

Noothan PR – Associate Creative Director (Art) 

Account Management 

VR Rajesh – President 

Jaikishan Menon – Sr. Vice President 

Ankur Gupta – Client Servicing Director 

Saloni Shirwaiker – Senior Account Executive 

Planning 

Prem Narayan – Chief Strategy Officer 

Srinivas Madala – Sr. Vice President 

Ritika Prakash – Principal Consultant - Marketing Transformation 

Production House – Little Lamb Films 

Bauddhayan Mukherji – Director 

Nobin Dutta – Co-Director 

Monalisa Mukherji – Executive Producer 

Avishek Ghosh – Producer & Editor 

Sushant Tambe & Sumantra Talukdar – Associate Producer 

Subhajit Mukherjee – Music Director