One thing no one can do like Amitabh Bachchan, is act. Picking on the fandom of the legendary actor and their brand ambassador, Tata Sky weaved a story-line in #AbActingKiBaari to introduce their latest service, Acting Adda.
An aged struggler, trying to make it to the local Ramleela group, Amitabh Bachchan plays the adorable protagonist in the film who fails miserably in his first audition with his low self-esteem and a staggering voice where he is eventually given the role of a tree, instead of Ravaan.
After a poor performance in his audition, the next videos show how the protagonist takes some acting classes from Tata Sky’s Acting Adda. Narrating the story in bits, the plot is broken into a series with four videos keeping all the elements of establishing the plot, creating tension, climax and then conclusion thus creating a wholesome experience.
The final video that concludes the story depicts how Amitabh Bachchan confidently shows off his newly learnt skills through Acting Adda, thus bagging the role of Ravaan. During this process the film imbibed playful husband-wife banter, making the plot stronger and filling the story-line with comical essence.
Social media screening
The brand ambassador was obviously the face of the screen wherein the first film of 2 minutes received 11k views on Facebook since its release on May 18, 2017, followed by that both the snippets about Bachchan taking acting lessons received 8.6k and 124k views on Facebook, while the final film received 1.2k views.
Emoting expressions to promote the service, the brand changed their cover picture to support the campaign. The brand leveraged on the Facebook Live feature too, wherein they went live from a press conference which was attended by Suniel Shetty.
Majorly running on their video content, Tata Sky attempted to create a brand connect through the country’s iconic star, giving viewers a story in series.
This is not the first time that Tata Sky has touched upon the digital world with entertaining content; their association with strong brand ambassadors and rich story lines has been a rather old one.
Tata Sky's first win with story content was back in 2014, when the brand entered the Limca Book of World Records by publishing an ad titled ‘Prison Break’ with a run time of 3 minutes and 30 seconds making it the longest ever TVC which also got viral on the digital platforms.
A HQ brand film created with great cinematography, direction, locations, cast, and of course a story, the campaign was a attention retainer.
Back in time, when Tata Sky had already established themselves in the urban market, they wanted to direct their attention towards the rural population.
Collaborating with Bachchan and directed by Soojit Sircar, the brand created a humorous film set up in a rural landscape to create relatablity amongst the audience. Going a step ahead, this film was rolled out in five regional languages to reach the nooks and corners of the country – Marathi, Bengali, Kannada, Telugu and Tamil.
Positioning itself as a brand that entails family entertainment the brand popularized #FamilyJingalala, maintaining one of the most popular taglines in the world of Indian brands.
— Tata Sky (@TataSky) September 24, 2016
The brand has tried to touch upon a wide range of audience spread across the country, having said that for their 10th anniversary celebration, the brand created a campaign with Bachchan with little kids in a birthday party set-up. It was a pleasure to see Bachchan, playing this role flawlessly, making the entire film look extremely cute. The campaign was titled ‘Aao Khushiyan Manaye’ directed by Soojit Sircar again.
The collaboration with Bollywood actor has worked really well for the brand and as far as social media is concerned the brand has a fair idea of their audience wherein they’ve managed to maintain the entertainment quotient of the brand through their content in comparison to the other DTH service providers in their competition.