ADVERTISING | PRODUCER | COPYWRITER
Tata Sky Ltd. is a joint venture between Tata Sons and 21st Century Fox. The company endeavours to offer Indian viewers a world-class television viewing experience through its satellite television service. Tata Sky’s Channel 100 acts as a landing page for subscribers, providing them information about subscription packages, promotional offers, television channels, exclusive content (Actve Services) and much more. The growth of their customer base, especially in Tier 2 and Tier 3 cities, was affected by inconsistency in terms of creative quality as well as brand identity messaging.
The challenge was to craft a shoot-based promo for their new referral offer, where Tata Sky subscribers receive benefits for each successful activation among the friends referred. The target audience for this offer was Tier 2 and Tier 3 cities, which played a major role in designing the narrative. The challenge for me, as a copywriter, was to draft a story that is relatable and engaging enough to not just retain audience’s attention but also drive action.
The film is about a man who has recently moved into a small town and is surprised by the way people, who are also Tata Sky subscribers, welcome him.