Tata Sky DTH – Asin - “Replace Maid” Ad

In my earlier post, I had highlighted the new brand association of Tata Sky with the Ghajini female lead, Asin. Here we’ll talk about how this association is manifested in two of the first TVCs (featuring Asin) released by Tata Sky in South India markets.

Let’s start with the Tata Sky “Replace Maid” ad. Any advertising’s goal is fundamentally to put across the brand’s message effectively enough into the customer’s mind. The creative energies of ad makers therefore concentrate on what the “key” brand message is and how best the communication could be crafted to bring it out effectively for the target group.

The key message in this ad is clearly the fact that “Tata Sky provides set top box replacement guarantee”. At a concept level, humour is being introduced to bring this message out effectively. That’s because we all like to laugh, don’t we? Makers of this ad know this.

Anyway, in this ad, humour is constructed by introducing a situation where a housewife (played to perfection by Asin) is quite psyched out about her maid who’s very careless and obstinate (she doesn’t dust the house properly or breaks expensive crockery and so on). Hence she (Asin) calls Tata Sky (customer service) and requests them to replace her maid!!!

Her conversation with Tata Sky customer service representative is well scripted as it brings out the key message quite convincingly. She tells the customer service person to replace their maid because the Tata Sky Set Top Box never defaults and hence there’s never a need to replace it, so their service of “Set Top box replacement” is never used! Hence Tata Sky might as well replace her maid!

It’s intelligent use of humour to bring out the point “Set Top Box replacement guarantee” as a Tata Sky Service proposition (also inadvertently highlighting that the Tata Sky Set Top Box never goes bad!).

The ad closes with the secondary propositions (in the context of this ad) of “On Time Service” and “24X7 Customer support” in addition to the primary proposition of “Set Top Box replacement guarantee”.

The other highlight of execution is Asin, She’s effective in portraying a contemporary and smart south Indian housewife, and is very believable and at ease in her role in the ad. What I also liked about the ad was that Asin wasn’t really used as a celebrity endorsing the brand directly; however she was just projected as the girl next door, and a very acceptable Tata Sky customer. This really contributed to the genuineness in the whole communication.

A lateral interpretation of this the ad could be that of people’s trust & dependability on Tata Sky customer service (& hence Tata Sky at large). So much that they end up calling them for other household issues that plague their day to day living!

All in all a Good ad. Take a look at the ad in by post below or follow this link http://in.youtube.com/watch?v=6TWsTW03ngk