Valentine’s day may have come and gone but there can never be a season for a good love story. Keeping this in mind, this IPL season, Tata Sky has announced a bite-sized daily recharge costing ₹8-100 through a 13-part meet-cute based in a hill station. The series begins with a boy, Mannu, and a girl, Neelu, meeting every day when the latter comes to buy the recharge at the former’s shop, with love blossoming between the two as the series progresses.
Malay Dikshit, chief communications officer, Tata Sky, says, “We wanted to promote bite-sized consumption, much like the introduction of sachets for FMCG products. To push that, we wanted a campaign that would hold an emotional appeal for both urban and rural markets. The idea demanded an episodic treatment and so we decided to show an episode per day for the first 13 days of the IPL.”
Says Sukesh Nayak, group creative director, Ogilvy & Mather, the agency that worked on the ad, “When you meet someone every day, you fall in love with them. So, for the daily recharge, we came up with the idea of a daily love story. The audience got to know about the product as they got engrossed in the couple’s journey.” As Mannu and Neelu begin their journey, it will be interesting to watch the development of the chhota recharge for DTH services in India.