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
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)
VR Rajesh – President
Jaikishan Menon – Sr. Vice President
Ankur Gupta – Client Servicing Director
Saloni Shirwaiker – Senior Account Executive
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