[Campaign Review] Can #FamilyJingalala carry Tata Sky's voice to rural India?

Close on the heels of their 10th anniversary celebration campaign, India’s first DTH brand, Tata Sky kickstarted another well timed promotional campaign this festive season with #FamilyJingalala.

With their established dominance in the urban market, Tata Sky has their attention focused on the semi urban and rural markets of India, keeping in mind their plans to captivate and win over the regional audience with this campaign.

The rural market is one of the most crucial for DTH providers in India, and Tata Sky has been working towards winning over this particular market for a while now. After introducing Daily Recharge to offer affordable prices and win over the rural market that constitutes a huge chunk of the viewer base in India but are hindered by high prices.

Execution

This time around Tata Sky has executed their campaign by collaborating with Amitabh Bachchan once again to create a humour based video set in the rural landscape. The final regional push will be delivered soon as Tata Sky is planning to roll out the ad in five different regional languages - Marathi, Bengali, Kannada, Telugu, and Tamil.

The brand is trying to position itself as the answer to the entire family’s entertainment requirements with #FamilyJingalala, maintaining their most popular tagline identity of ‘Jingalala’ which consumers immediately identify Tata Sky with.

The video was created with the help of Ogilvy and Mather and directed by Shoojit Sircar. Titled ‘Yo Se, Yo Se’ it features brand ambassador Amitabh Bachchan himself rapping and chronicling the lives of the Thakur clan who have different tastes in television shows, all of which are catered to by Tata Sky’s DTH service. Amitabh Bachchan explains the services offered by Tata Sky, keeping in mind each family member’s choice ranging from soap operas to comedy shows.

Laden with quirky visuals and Amitabh Bachchan’s trademark style, the campaign uses puppets, the original form of rural entertainment to build a connection with the rural audience. The video debuted on Tata Sky’s official Facebook page, to a rousing response from their followers. Within no time, the video accumulated thousands of views. Within two days, the video has racked up more than 1.8m views.

As put by Tata Sky’s Chief Communication Officer, Malay Dikshit, “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.”

Go 'Yo Se, Yo Se', with @SrBachchan and the Thakur clan! #FamilyJingalala pic.twitter.com/7EUrtdCBUG

— Tata Sky (@TataSky) September 24, 2016

“Family Jingalala targets 85% of 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.” he adds.

Tata Sky has an established online presence and brand recognition among the Indian audience, courtesy to their previously executed brilliant campaigns with popular celebrity ambassadors such as Aamir Khan, Kangana Ranaut and Kollywood superstar, Dhanush.

Tracking Tata Sky's footprints

The brand is no stranger to making waves with their creative advertisements and promotional campaigns, with one of their ads being mentioned in the Limca Book of World Records. Titled Prison Break, the ad has a run time of 3 minutes and 30 second making it the longest ever TVC. Prison Break introduced Tata Sky’s recording feature back in the day.

Another particularly successful and quirky campaign featuring Aamir Khan that aired years ago was well received. It made Tata Sky a household name, when the brand was trying to make a mark and establish itself into the Indian market. Tata Sky had created a number of TVCs with Aamir Khan as it was a newcomer to the market with a never before offered product.

Conclusion

Tata Sky’s Facebook page boasts of more than 100k followers, who in no time made Tata Sky’s latest video campaign a huge success. Racking up more than 64k likes within a matter of two days, and more than 11.7k shares, Tata Sky is making the most of their marketing resources.

Bachchan Sir in New look! Loving this Rap of big B! pic.twitter.com/48cLbjT1TG #FamilyJingalala

— Nisha verma (@ns_verma) September 24, 2016

#FamilyJingalala https://t.co/8N7Pz812sI https://t.co/ytkD5jxUEj

— Sagar Mahajan (@sagzcool) September 26, 2016

Sabki chhutti karne aa gaye hain @SrBachchan ek naye avatar mein. #FamilyJingalala https://t.co/pAh4Unkdf5@TataSky

— Mayank Agarwal (@iammayank_22) September 26, 2016

But the brand is not entirely relying on its social media reputation, by capitalizing on their vast availability of resources and have gone all out to entice rural audiences over to their side. Using TVCs, outdoor media, bus backs, wall paintings, cinema halls among other channels of promotion.

Although it looks like there is more to come from Tata Sky, hopefully whatever comes next is as good as the the video that just arrived, for maximum impact.