Tata Sky DTH - Asin – “The Washing Machine” Ad

As an extension to the earlier post on the Tata Sky – Asin ads, here let me talk about the second ad the “Washing Machine” one.

Actually both ads belong to the same theme, that of “real life humour”. It’s just that here the source of humour is different. However this one’s also an Asin ad all through She’s very believable and carries the entire execution quite comfortably.
The key message that is brought out in this ad is that of “Tata Sky Prompt (On Time) service”.
Let’s get into the ad, the source of humour here is the “washing machine”. Yes. Asin again plays the smart south Indian house wife to perfection. She calls up the TS customer service asking them to fix their washing machine, which has not been working since a few days now!!! Conversational humour in integral to this call.

The Tata Sky customer service person isn’t able to fathom (and rightly so) the calling customer’s need. He goes on to courteously clarify that he would be able to help her with anything related to Tata Sky, and washing machine had clearly nothing to do with Tata Sky!!!. However She (Asin) goes on to explain that her washing machine has not been working properly and washing machine guys are not responding to her complaints. She seemed really frustrated as the washing machine had been down for a few days then. She further explains that the reason she had called them (Tata Sky) is because she believes Tata Sky is prompt and is known for On Time Service. Hence they could extend this promptness to even help her fix her washing machine!!!

The ad closes with the perplexed/bewildered/surprised customer service executive on the screen along with the secondary propositions (in the context of this ad) of “Set Top Box Replacement gurantee” and “24X7 Customer support” in addition to the primary proposition of “On Time Service”.

Quite humorous again. What I liked about these ads is that the key proposition is very easy to understand for a customer, the way it’s delivered.

At a sublime level the ads also work on bringing out the “dependency” of the Tata Sky customers on the brand. This dependency is clearly a function of trust that the customers place on Tata Sky customer service (and hence Tata Sky), that they look forward to them for literally anything that bothers their normal course of existence. This is also quite incidentally the source of humour in both the ads. That’s the reason why I call it “Intelligent humour”.

If you've not seen this "Washing machine ad" earlier, check it here http://in.youtube.com/watch?v=Sg6-Oq7Gxkk