Ogilvy & Mather wins the creative duties for Tata sky’s new personal video recorder (PVR) service offering.Tata Sky had called for a creative pitch for the service. The media duties were not under review and will continue to be handled by Maxus, Tata Sky’s existing media agency.
Meanwhile, Rediffusion DY&R continues to handle the mother brand’s creative duties. Among those invited for the Tata Sky PVR pitch were Contract, O&M and Rediffusion DY&R. Reportedly, ad spends of more than Rs 10 crore have been allotted to this service offering.
The team that created the Jhingalala campaigns had moved out of Rediffusion and the new team had made an effort to match up. However, speculation was still rife that the main brand, Tata Sky, would be phased out of Rediffusion eventually. Vikram Mehra, chief marketing officer, Tata Sky, had clarified last week that Tata Sky was very much with Rediffusion and the pitch was only for the new PVR service.
Recently, Tata Sky released an ad to clarify the origin of its brand name (the partnership between the Tata Group and STAR, the Sky brand owned by the UK based British Sky Broadcasting Group). The TV commercial features Tata Sky’s first ever brand ambassador, actor Aamir Khan, essaying the role of both a husband and a wife, bickering over their favourite DTH operator, only to realise that they are talking about the same brand. The ad was created by Rediffusion DY&R and shot by Nikhil Vora (of Rangeela fame).
Apparently, Khan will be leveraged across the various propositions of the brand and could well be seen endorsing the PVR service as well.