Big B turns into a movie critic with Tata Sky’s new ‘Maximum Entertainment’ Campaign

Nayanthara features in the campaign created for the southern states

MUMBAI, 30 APRIL 2018: Tata Sky’s latest high decibel ATL campaign this season, highlights its multiple entertainment offerings with two versions – one featuring Amitabh Bachchan and the other featuring Southern Superstar Nayanthara. The ‘Maximum Entertainment campaign’ emphasizes on the depth of entertainment that Tata Sky offers in a manner that’s lovable and memorable.

In Tata Sky’s ad campaign ‘#HarSceneKaMazaaLo’ Amitabh Bachchan adorns the role of a ‘Bengali Critic giving his point of view on iconic film dialogues and superstars in a series of 9 ad films. Amitabh Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own ‘Bengali Avataar’. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.

Tata Sky’s Maximum Entertainment Campaign with Nayanthara highlights the importance of moving from Analogue cable to digitized entertainment. Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages.

Tata Sky’s Chief Communications Officer Mr. Malay Dikshit said, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contributes to over 28% of the total viewership. Mr. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the Magic for Tata Sky. It beautifully depicts our objective to offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”

Ogilvy and Mather’s Chief Creative Officer Sukesh Nayak added, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are either awed or disappointed by their performance and you maybe vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. The core idea of ‘Har scene ka mazaa lo’ was beautifully brought to life by none other than Mr. Bachchan enacting the role of a tough film critic with Shoojit directing. For the south leg of the campaign, we worked with Nayanthara to create a very hard hitting anti cable campaign. Each film in this campaign is amplifying Tata Sky’s superior offering with a memorable story”

With an aim to connect with the viewers and address all relevant points, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs. Amitabh Bachchan’s TVC has been envisioned and executed by Ogilvy & Mather and directed by National Award-Winning Director Shoojit Sircar whereas the Nayathara’s ad films are directed by R. Krishnakumar.

Amitabh Bachchan Campaign:

  • Director - Shoojit Sircar
  • Production House - Rising Sun Films
  • Producer - Supriya Macwan
  • Agency Credentials: Creative Team -
  • Sonal Dabral – Group Chief Creative Officer and Vice Chairman, Ogilvy India
  • Sukesh Nayak - Chief Creative Officer, Ogilvy India (West)

Nayanthara Campaign:

  • Director - R. Krishnakumar
  • Production House - Black Box Films
  • Executive Producer - Gowri Krishnakumar
  • Agency Credentials: Creative Team -
  • Sonal Dabral – Group Chief Creative Officer and Vice Chairman, Ogilvy India
  • Sukesh Nayak - Chief Creative Officer, Ogilvy India (West)

About Tata Sky:

Tata Sky Limited, is a joint venture between Tata Sons and TFCF Corporation (formerly known as Twenty-First Century Fox, Inc.). Incorporated in 2001 and launched services in 2006, Tata Sky is India's leading content distribution platform providing Pay TV and OTT services. With the objective of connecting to the best content in the world on any budget, any screen, anytime and anywhere, Tata Sky was the first to launch multiple products and services that redefined the subscribers viewing experience in the country. Tata Sky has been a pioneer in the HD Set top box segment having significant market share in the category. It has been continuously adding new channels and platform services across various genres and languages to beef up its content offering to cater to all segments of the audience. Tata Sky currently has its footprints spread across 2 lakh towns with over 18 million connections in India.

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