Social distancing has significantly impacted the media sector, especially production. When you can’t move out, how will a TVC shoot take place? However, brands are finding ways out with remote work, co-ordination and post-production capabilities. In a bid to promote the services that have been made free during the COVID-19 lockdown, Tata Sky has released a remotely shot TVC.
Visuals used in the TVC were shot by real people on their phone cameras. The people who contributed footage for the campaign video reside in Kolkata, Mumbai, Delhi, Gurgaon, Lucknow, Chennai and Jodhpur. The videos were all shot at home, within two days. None of the participants had to step out. With this project, they found a creative outlet to express while staying in.
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The TVC is a part of the Tata Sky campaign Stay Home, Stay Jingalala. It romanticises the idea of staying home and how it gives people the time to learn new things and spend time with family, strengthening bonds. Conceptualised by Ogilvy India, the TVC revolves around the creative idea: Ghar Baithe Baithe Kuch Seekhein.
The free services highlighted in the video include channels that deal with cooking, English, Dance Studio, Beauty, Classroom, Vedic Maths, Fun Learn, Smart Manager, Fitness and Javed Akhtar. They are meant to help people learn new skills and use their time at home constructively.
The campaign video has been directed by Bauddhayan Mukherji of Little Lamb Films. Talking about the campaign Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “In times like these, it’s important that brands contribute to help its consumers in its own way. By deciding to free up services, Tata sky is doing its bit to entertain and engage its subscribers while they stay at home.”
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