The IPL season brings with it a series of charged, energy drink-fueled advertising, most of it tying leading FMCG brands to the going-ons of the cricket world. So, what’s love – and satellite television – got to do with it? A lot, if Tata Sky’s new TVCs are to be believed. The company has come up with a set of new clips and a campaign caption that is a play on its timeless tag line – Tata Sky laga daala toh pyaar jingalala. These ads aim to highlight the moments of love that Tata Sky can rekindle among couples from all walks of life. The campaign was launched alongside the ninth edition of the IPL in order to showcase the company’s multiple products and services.“Our main purpose was to find out if Tata Sky could give credible reasons to consumers across sections, economic strata and age groups to fall in love with the brand and its offerings,” explains Malay Dikshit, chief communications officer, Tata Sky. “And this campaign was about communicating the answer to that question,” he adds.

The campaign has been brought to life by a series of extremely simple TVCs that connect emotionally with the viewers.“We came up with a series because we were sure that one ad wouldn’t do the concept justice,” explains Dikshit. Sukesh Nayak, executive creative director, O&M, adds it was quite tough to make something so simple look this charming. “As a team, we tried to come up with ideas that could rekindle love for the brand. We’re shooting some more TVCs around the same campaign,” he adds. With this campaign, Tata Sky, which earlier promoted the multiple utilities of a single product from its stable, is emphasising the multiple platforms it offers instead. The company aims to target consumers across more than 7,000 towns and will telecast the ads at least six times a day during the IPL season.