DTH
Big B jingalalas on Tata Sky
MUMBAI: After a successful run of 10 years in India, Tata Sky has rolled out its latest Family Jingalala campaign with its brand ambassador Amitabh Bachchan. Rolling out on 24 September, the campaign features Big B in seven unique avatars. Conceptualized by Ogilvy and Mather and directed by Shoojit Sircar, the campaign intends to highlight Tata Sky’s two key elements — quality content and entertainment for all.
The DTH player has also unveiled its new brand logo as it has tries to reach out to more subscribers outside metros.
Produced by Rising Sun with Sukesh Kumar Nayak as the executive creative director, the campaign is the story of a regular family where each member has vastly different entertainment and content needs. Bachchan explains how these can be met through Tata Sky, highlighting the expansive breadth of the brand’s offerings and its significance in a family’s everyday life.
The campaign sees Bachchan playing the role of a showman in an unconventional bohemian look, (himself) singing the story of a regular family. He reveals how all their needs can be met by subscribing to Tata Sky.
With 85 per cent viewing from outside big towns and 90 per cent consuming general entertainment, the DTH player plans to attract both, urban and rural, markets with this campaign. “We will continue to take our business a notch higher and will continue to focus on the rural markets. Now is the right time for us. With the campaign, we are targeting cable, FTA as well as first time TV users.
“Amitabh Bachchan is our common thread. He has a mass appeal from anyone in the metro to a home which does not have a TV or has not become a subscriber yet. There could have been nobody better than Bachchan to bring this vision to life,” said Tata Sky chief communications officer Malay Dikshit.
Each puppet was worked upon extensively by a specialized team from the Czech Republic to make him or her look like Bachchan.
“There is no other entertainer like Bachchan. And when there are seven of them in never-seen-before roles, telling you a very entertaining story, then it is very tough to miss the point that nothing entertains better than Tata Sky,” added Nayak.
“People want good entertainment in their house. TV forms the most important source of entertainment for the entire family. But, they have got used to the stale and inferior entertainment on offer just because it is cheap or free. The idea is to show what a wide world of entertainment and good quality service awaits them if they subscribe to Tata Sky. O&M presented us with a heart-warming story of a family of seven puppets, each in love with their TV shows,” added Dikshit.
The campaign will also be dubbed in five languages — Marathi, Bengali, Kannada, Telugu and Tamil — by 4 October. It will be
extensively promoted on FTA channels followed by pay-TV channels. The TV campaign will be supported by an integrated marketing campaign including sketches on bus-backs, wall paintings, vernacular print, OOH and cinema halls
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
