Ad Campaigns
Tata Sky’s campaign sends Big B & Nayanthara hunting for one rupee change
MUMBAI: With the critical fourth phase of digitization underway, Tata Sky, a content distribution platform providing Pay TV and OTT services, has rolled out its latest ‘Dhamaka Rupee’ campaign. The campaign features Nayanthara for the southern markets and Amitabh Bachchan across other markets in India.
The campaign aims to encourage consumers to make the right switch from analog cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states). These unique packs loaded with over 220 channels and services, includes the best of entertainment across genres.
In way that is quintessentially Tata Sky, the campaign, directed by national award-winning director Shoojit Sircar, has legend Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ whose life has turned upside down because of the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces him to keep stocking one rupee coins as change to give back to the customer.
Meanwhile in a small village in southern India, the affable Meenakshi, essayed by superstar Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.
TVC Links:
Amitabh Bachchan
1. https://youtu.be/on5kg-JXwu0
2. https://youtu.be/B0O7_KX6Qbc
3. https://youtu.be/EXWO_aRzIkw
4. https://youtu.be/MOhkBLwHN5E
Nayanthara
1. Kannada – https://youtu.be/Qg7u6tGOp74
2. Malayalam – https://youtu.be/i_D3VsFRP3Y
3. Tamil – https://youtu.be/Sm4tCOavRGo
4. Telugu – https://youtu.be/ztvEa1EV_SI
Tata Sky’s chief communications officer Malay Dikshit said, “It’s second nature for us Indians to be exact about the value for what we buy. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”
Ogilvy and Mather‘s chief creative officer Sukesh Nayak, said, “We decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack.”
Right from the ‘Phone Ghumao’ campaign in 2013 to the Missed Call campaign in 2015, Tata Sky has always looked to generate awareness about the merits of digitization in rural markets and on the simplicity to get a set-top box.
The current integrated campaign comprises two lead films with three smaller duration films each that talk about how Tata Sky offers the best of entertainment at the best price possible as compared to conventional analog connections. The campaign will be rolled out in multiple languages that include Hindi, Marathi, Oriya, Bengali, Kannada, Telugu, Malayalam and Tamil.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
