Ad Campaigns
Love story to be flag bearer of Tata Sky’s disruptive initiative
MUMBAI: Indian DTH player Tata Sky rattled competitors when it launched the world’s first ‘Daily Recharge’ plan for a meager Rs 8, which gave viewers the choice to enjoy TV on a daily basis.
In order to promote this disruptive concept, Tata Sky introduced a first of its kind ad campaign in association with Ogilvy & Mather, comprising a series of 13 TVCs. The campaign weaved into a love story, showcases the Daily Recharge of Rs 8 as the catalyst, igniting a love interest between two youngsters.
Set in a small town in Kashmir, 13 episodes will slowly unveil how the product works and cleverly amplify the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story. Keeping the thrill to know ‘what happens next?’ alive, each TVC will smoothly highlight how the Daily Recharge enables convenience and value for money. The ad will also aptly shows how Daily Recharge empowers subscribers to be in control of their TV expenses, conveying – Jis din TV dekho sirf uss din ke paise do (You only pay for the day you watch TV).
Speaking to Indiantelevision.com on the campaign insight, Ogilvy & Mather executive creative director Sukesh Nayak says, “We had to make the small towns and rural India fall in love with Daily Recharge – a product that was designed to make DTH accessible and affordable to rural and small towns in India. We launched this product with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage, the campaign evolved over multiple episodes.”
When queried on the reason behind choosing Kashmir as the location for the ad shoot, Nayak says, “We wanted a quaint and beautiful small town setting for a romantic story, and Gulmarg is a place you would fall in love with at first sight.”
Every successful one of a kind campaign tends to start a trend and is copied by others. When queried as to whether he sees this concept becoming a trend, Nayak says, “It is not necessary that the multi-film concept will start trending, as it is the idea that drives an execution like this.”
The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.
All the videos garnered substantial number of views, but an unusual trend has emerged from the campaign. Of all the eight videos released so far on the social media platform, the first has the least views while the last has the most. Talking about the same, Nayak says, “In an episodic campaign, the response peaks as the story unfolds, hence the ascending views on YouTube. We are extremely happy with the response we have got. This campaign pitches a value offering in a very emotional and endearing manner. If we look at the category both the product and campaign have a very innovative approach.”
The ads were launched during the Indian Premier League (IPL) with one episode being played each day. Of the ad’s 13 films, every episode is released simultaneously on TV and on the digital platform.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
