I saw the new Tata Sky+ ads featuring Asin which Tata Sky+ has recently launched. Like all the other Tata Sky+ ads, these ads too feature tongue-in-cheek humor in interesting situations. Both the ads are shot in different contexts with common theme binding them, which is about not missing your favorite programs on TV. In both these ads, I see an interesting subtext. While the first ad generally appeals to a predominantly male audience, the second ad appeals to women.
The first ad features Asin in the drawing room watching television. She remarks that there are two serials going on two different channels at the same time, but she is not missing any. While she is watching one, the other one is getting recorded. Then, she jocularly states that since you don’t have Tata Sky+, you can watch the two serials between the breaks. This ad predominantly is targeted at men, who may want to watch a sports match but also catch up with news in the evenings. This ad attempts to answer this dilemma by suggesting that you watch one program and record the other for later viewing using Tata Sky+.
The second ad features Asin cooking in the kitchen. In this ad, a very interesting parallel is drawn between Tata Sky+ and some exquisite delicacies, thereby reiterating the fact that Tata Sky+ is a premium product just as dum biryani and kebabs are premium foods. Asin suggests that if people work to eat then they should pamper themselves with delicacies such as Dum Biryani and Kebabs. She then remarks that her serial is getting recoded on Tata Sky+. Adding a bit of tongue in cheek humor, she suggests that since you don’t have Tata Sky+, you should have dal-chawal instead, lest you miss your favorite program. This ad smartly targets female audience. In the late evenings, when most daily soaps are on, women are busy cooking in the kitchen for their family. Tata Sky+ is an ideal solution for such women. They can record their programs while they cook for their family. The subtle comparison with dum biryani is to bring out the fact that just as you savor and enjoy dum biryani, Tata Sky+ too is to be experienced and enjoyed.
To view these ads, check out the following links:
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